Definition
A coherent and expanded system of elements —narrative, visual, sonic, verbal, and experiential— that make up the brand's own "world." It encompasses characters, settings, codes, and symbols that give the brand depth, recognition, and the capacity to extend into new territories.
Relationships
types-of / more specific
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Concepts linked to this one by a real relationship in the glossary. Hover over each one to see why it's related.