Branding Definitions

Understand the terms marketers use when discussing brands. These will not only teach you the language but give you a better perspective on brand marketing.

7 types of brand names. A black and white photo of a pen on a notebook in a coffee shop.

Where do business names come from? The 7 types of business names.

It helps when naming your business if you know the types of brand names. All of the 300+ million company names fall into one of these categories 7 categories: eponymous, descriptive, acronymic, suggestive, associative, non-English and abstract. We talk about 77 real world examples.

What is rebranding? Rebranding examples: Uber, Microsoft, and Hertz


Rebranding is changing a brand’s name, logo, or a structural change in the brand identity. Rebranding is corrective; the only reason to rebrand is to solve a problem. A substantially new brand identity allows new opinions to form.

Peer Influence and Marketing. Two peers holding hands on a train track.

Peer Influence in Marketing

Peer influence is how the behavior of the people around us impacts our own behavior. When it comes to marketing, purchasing is the behaviour that marketers try to influence, as well as the actual use of the product. Therefore peer influence in marketing is how the behavior of others influences our likelihood to buy and use a product.

The Nike brand is associated with running, training, sports, and shoes.

What is a Brand Association?

Brand associations are the mental connections between a brand and people, places, things, and emotions. These associations may turn people to or away from your brand. Being mindful and strategic about them will build brand equity efficiently.