Definition
A set of unique and distinctive cues (visual, verbal, sonic, olfactory, gestural) that make it possible to identify a brand even without seeing its full name. A concept systematized by Jenni Romaniuk (Ehrenberg-Bass Institute) as *Distinctive Brand Assets*: the assets that, when isolated, evoke the brand.
Relationships
types-of / more specific
—
Concepts linked to this one by a real relationship in the glossary. Hover over each one to see why it's related.