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| ARTIFACT: |
| a visible representation of an idea; a product or by-product of designing. |
| ASPIRATIONAL POSITIONING: |
| one or two words which declare what the brand aspires to be in relation to competing brands. |
| ATMOSPHERICS: |
| the identity of a brand environment, represented by its architecture, signage, textures, scents, sounds, colors and employee behavior. |
| ATTITUDE STUDY: |
| a survey of opinions about a brand, often used as a benchmark before and after making changes to it. |
| AUDIENCE: |
| the group to which a product, service, or message is aimed; also called the "target audience." |
| AUTHENTICITY: |
| the quality of being genuine, often considered a powerful brand attribute. |
| AVATAR: |
| a brand icon designed to move, morph, or otherwise operate freely across various media. |
| AWARENESS STUDY: |
| a survey that measures an audience's familiarity with a brand, often divided into "prompted" and "spontaneous" awareness. |
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