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| DESCRIPTOR: |
| a term used with a brand name to describe the category in which the brand competes, such as "fluoride toothpaste" or "online bank". |
| DESIGN: |
| in brand-building, the planning or shaping of products, services, environments, systems, communications, or other artifacts to create a positive brand experience. |
| DESIGNING: |
| the process of design; bringing together strategic and creative processes to achieve a shared goal. |
| DESIGN MANAGEMENT: |
| the practice of integrating the work of internal and external design teams to align brand expressions with strategic goals. |
| DESIGN RESEARCH: |
| customer research on the experience and design of products or communication elements, using qualitative, quantitative, or ethnographic techniques. |
| DIFFERENTIATION: |
| the process of establishing a unique market position to increase profit margins and avoid commoditization; the result of positioning. |
| DISRUPTIVE INNOVATION: |
| a new product, service or business that redefines the market; also called discontinuous innovation. |
| DRIVE FEATURES: |
| brand attributes that are both important to customers and highly differentiated from those of its competitors. |
| DRIVER BRAND: |
| in a brand portfolio, the brand that drives a purchase decision, whether master brand, sub-brand or endorser brand. |
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