Vocabulary

• to build a brand

• to unleash a brand campaign

• to hone brand identity

• brand equity

• brand value

• brand image

• brand pollution

• brand dilution

• brand awareness

• brand recognition

• brand loyalty

• brand extension/expansion

• brand portfolio

• brand tribe

• generic n./adj.

• copycat n

• knockoff n

• private-label product

• household name

• corporate logo

• umbrella branding

• co-branding

• premium pricing

• celebrity endorsement

• to rejuvenate

• to reinvigorate

• to reposition a brand

• to stretch a brand

• to ditch a brand

• tangible/intangible assets

• to woo consumers

• ad-zapping consumers

• ad evasion

• to skip ads

• to give leeway to someone

• to leverage

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