Brand descriptor
A brand descriptor is an expression that clarifies a brand's activity, category or offer. It can accompany the name without forming part of its registered name or main element
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It is useful when the name alone does not explain what the organisation offers. The wording should provide information and work in the contexts where it will be used. It should not be confused with a tagline, which can express a promise or character without literally describing the activity.
Also known as
descriptor, descriptive brand name
Topics