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| ICON: |
| the visual symbol of a brand, usually based on a differentiated market position; a trademark. (ex. BP Flower) |
| IMT: |
| an Integrated Marketing Team, comprised of various specialist firms working in collaboration to build a brand; a meta-team or virtual agency. |
| INFORMATION ARCHITECT: |
| a person who designs complex information systems to make them more navigable. |
| INFORMATION HIERARCHY: |
| the order of importance of the elements in a brand message. |
| INGREDIENT BRAND: |
| a brand used as a selling feature in another brand. |
| INNOVATION: |
| a market-changing product, service, experience, or concept; the formal practice of innovation. |
| INTEGRATED MARKETING: |
| a collaborative method for developing consistent messaging across media. |
| INTELLECTUAL PROPERTY: |
| intangible assets protected by patents and copyrights; the legal discipline that specializes in the protection of brand assets, including brand names, trademarks, colors, shapes, sounds, and smells. |
| INTERNAL BRANDING: |
| an internal program to spread brand understanding through the use of standards manuals, orientation sessions, workshops, critiques, and online training; brand cultivation. |
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