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Brand Glossary
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Value Brand

A brand that provides quality that exceeds the value of its price point without differentiating on price.

Value Proposition

Unlike a Unique Selling Proposition, a Value Proposition focuses on the intangible benefits of the offering. A competitor may claim the same or similar benefits, such as providing a solution. However, from the customer's perspective the value of these solutions are less than equal. (e.g., Tag Heuer vs. Rolex)

Verbal Identity

The brand name and other verbal elements that identify the brand. (e.g. jingles, tag lines, words, phrases, etc.) Collectively, these verbal cues form the voice of the organization.

Vertical Market

Market classification based on industry, regardless of function.

Visual Identity

The some total of the brands visual aesthetic. This is comprised of Logos, logotypes, symbols, colors, and other visual elements.