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| LEVERAGING A BRAND: |
| borrowing from the credibility of one brand to launch another brand, subbrand, or co-brand; brand extension. |
| LINE EXTENSION: |
| the addition of one or more subbrands to a master brand; the expansion of a brand family. |
| LIVING BRAND: |
| a brand that grows, changes, and sustains itself; a healthy brand. |
| LOGO: |
| an abbreviation of logotype, now applied broadly (if incorrectly) to all trademarks. |
| LOGOTYPE: |
| a distinctive typeface or lettering style used to represent a brand name; a wordmark. |
| LOOK AND FEEL: |
| the sensory experience of a product, environment, or communication. |
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