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The style and appearance of printed text; Examples: Calvin Klein's use of sans-serif fonts, Vogue's bespoke Didone font, Disney's whimsical character fonts.

A short and striking or memorable phrase used in advertising; Examples: Adidas - 'Impossible is Nothing', McDonald's - 'I'm Lovin' It', Subway - 'Eat Fresh'.

A symbol or design that identifies the brand; Examples: Nike's swoosh, Apple's apple, McDonald's golden arches.

A catchy phrase that represents the brand's message; Examples: Nike - 'Just Do It', L'Oréal - 'Because You're Worth It', McDonald's - 'I'm Lovin' It'.

A person who is hired to represent and promote a brand; Examples: Michael Jordan for Nike, Jennifer Aniston for Aveeno, George Clooney for Nespresso.

The aesthetic and functional aspects of a brand's product; Examples: Dyson's innovative appliances, Bang & Olufsen's sleek electronics, Lego's interlocking brick system.

A catchy tune or song that represents a brand; Examples: McDonald's 'I'm Lovin' It', State Farm's 'Like a Good Neighbor', Nationwide's 'Nationwide is on your side'.

A set of colors consistently used across a brand's products and marketing materials; Examples: Facebook's blue and white, Tiffany & Co.'s Tiffany blue, UPS's brown and gold.

The legacy and history associated with a brand; Examples: Burberry's British heritage, Hermès's equestrian roots, Chanel's origin in haute couture.

The design of a brand's interaction with customers across all touchpoints; Examples: Apple Store's hands-on product experience, Ritz-Carlton's personalized service, Disney's theme park immersion.

The architectural and interior design of a brand's physical store; Examples: Apple's minimalist store layout, Victoria's Secret's luxurious store environment, Niketown immersive stores.

Partnership between two or more brands to create a product that represents both; Examples: Nike x Apple, H&M x Balmain, Louis Vuitton x Supreme.

A character used to represent the brand; Examples: Tony the Tiger for Frosted Flakes, Geico's Gecko, The M&M's characters.

The design and production of the container or wrapper of a product; Examples: Tiffany & Co.'s blue boxes, Coca-Cola's contour bottle shape, Apple's clean packaging design.