Leverging a Brand
The act of borrowing from the credibility of one brand in order to launch another brand, sub-brand, or co-brand; a brand extension.
Living Brand
A brand that changes, grows and sustains itself; a healthy brand.
Logo
Now applied broadly, this is an abbreviation of "logotype".
Logotype
A distinctive lettering style or typeface used in the presentation of a brand name; a wordmark.
Look and Feel
The sensory experience of a product, communication or environment.