 |
| BRANDING DICTIONARY OF TERMS |
| KAIZEN: |
A Japanese term for the continuous improvement of processes in manufacturing, engineering, or management.
|
| KARMA: |
| In branding, the disconnect between when your perceived brand promise no longer measures up with your actual brand promise, resulting in a failure of your brand's credibility — measured in a loss of brand loyalists, brand enthusiasts and brand evangelists, and a loss of brand equity. Example: GoDaddy's declining customer service and Linkin's decision to no longer publish a customer service telephone number. |
| KEYWORD (KEYPHRASE): |
In search advertising, a word or phrase used to locate information with a search engine; also called a search term.
|
| KIT OF PARTS: |
A complete brand identity scheme, including name, trademark, colors, shapes, sound signatures, taglines, typography, and other brand expressions.
|
|
 |
|
