Branding know-how
A strong brand's success is backed by expertise, approach, style - in depth understanding. We put our finger on the primary concepts that are integrated into the strategy, the creation, and the professional management of brands.
Umbrella brand
An umbrella brand is a brand in whose name other sub-brands are operated. This brand structure is often used when different product ranges are offered within the same core business. The company, the umbrella brand, gives the sub-brands their identity. The sub-brands are active in different product areas.
Word mark
The word mark is equal to the designed name of a company or product and, in contrast to the figurative mark, consists entirely of typographic elements (e.g. Gucci).
Word/figurative mark
A word/figurative mark is a logo that comprises a permanent combination of typographic and graphic symbols (e.g. key and acronym of UBS).
The Brander is a publication of the Branders Group
Branders is a specialized consulting agency for branding. We provide a full range of integrated brand consulting and creative services to help our clients create, build and revitalize their brands.
Branders Group AG
Rämistrasse 6
8001 Zürich
Switzerland
Phone +41 43 336 80 40
www.branders.ch
[email protected]
The Brander is a publication of the Branders Group
