a method of comparing two versions of an advertisement, website, or other marketing tool to determine the more effective version.
ATL (Above The Line)
advertising aimed at a wide audience through mass communication channels (television, radio, outdoor advertising).
BTL (Below The Line)
marketing activities aimed at a specific consumer, including promotions, direct marketing and participation in events.
Identity
a set of visual and semantic elements of a brand (logo, colors, corporate identity) that form its recognizable image.
Brand Ambassador
a person who consciously or by contract promotes a brand, creating a positive image among the audience.
Brand archetype
a model of brand behavior based on universal stories and characteristics (for example, Hero, Seeker, Ruler).
Brand audit
comprehensive analysis of the current state of the brand, its position in the market, audience perception and competitive advantages.
Brand authenticity
the brand's alignment with its values, promises and actions, which creates trust with customers.
Brand associations
emotions, images and ideas that come to people’s minds when they mention a brand.
Brand attributes
the main characteristics that distinguish the brand from its competitors and make it unique.
Brand
a set of visual, semantic and emotional characteristics of a company or product that form its recognition and value.
Brand audit
the process of examining all aspects of a brand to identify its strengths and weaknesses.
Brandbook
a guide to using a corporate identity, including a logo, color palette, fonts and key identity elements, mission, values, philosophy, positioning, TOV, POP, POD, etc.
Brand Design
the process of developing a visual image of a brand, including logo, packaging, corporate identity.
Brand image
consumer perception of a brand through marketing, advertising and customer interaction.
Brand equity
the intangible value of a brand, including its reputation, recognition and level of audience trust.
Brand legend
a brand story that makes it more memorable and creates an emotional attachment among customers.
Brand mission
the main idea, purpose and philosophy of the brand, which determines its strategic direction.
Brand naming
the process of creating a unique, memorable name for a brand.
Brand Platform
The strategic foundation of a brand, including its values, positioning, mission and key messages.
CJM (Customer Journey Map)
a visual representation of the customer’s journey from first contact with the brand to making a purchase.
CTA (Call To Action)
an element of marketing materials that encourages the user to take action (for example, “Leave a request”, “Subscribe”).
CTR (Click-Through Rate)
click-through rate of an advertisement or website, measured as a percentage.
CPL (Cost Per Lead)
the cost of attracting one potential client interested in a product or service.
CPI (Cost Per Impression)
cost per thousand advertising impressions in digital and traditional media.
CPO (Cost Per Order)
the cost of attracting one order through advertising channels.
CVP (Customer Value Proposition)
A brand's value proposition that explains why its product or service is better than its competitors.
Content Marketing
creating and distributing useful content to attract, engage and retain the target audience.
Corporate style
a set of visual and semantic elements that create a holistic image of the company.
Creative strategy
a concept that determines the creative direction of advertising campaigns and brand promotion.
Brand differentiation
unique characteristics that distinguish the brand from its competitors.
Packaging Design
development of packaging appearance that corresponds to the brand concept.
Brand DNA
a set of key values and meanings embedded in the brand.
Digital branding
building and promoting a brand using digital channels.
Design Thinking
methodology for creating products focused on user needs.
Brand longevity
the brand’s ability to maintain relevance and audience loyalty over many years.
Brand trust
level of consumer confidence in the integrity and quality of the brand.
Brand Dominant
the main visual or semantic element that distinguishes the brand.
Brand Availability
ease of interaction with the brand (online, offline, support).
Dynamic identity
changeable visual style of the brand, adapting to different contexts.
Unified visual style
the integrity of all identity elements, creating a recognizable image.
Brand capacity
ability to cover different market segments without losing identity.
Expert brand
a brand that is perceived as a leader in its niche.
Brand ecosystem
a set of products, services and points of contact that form the experience of interacting with a brand.
Emotional Branding
a strategy aimed at creating an emotional connection between a brand and a consumer.
Brand element
any component (logo, slogan, packaging) that forms the brand image.
Brand expansion
brand entry into new markets or new categories of goods and services.
Brand exclusivity
the uniqueness of the brand, making it special and in demand.