Icon
A brand's visual symbol, usually based on a differentiated market position; can be a trademark.
Identity
The visual expression of a brand’s identity. It can be comprised of many things, ranging from color choice to type face. An identity is also referred to as a brandmark, trademark, symbol, mark, or logo.
Image
A manifest intangible item that is important, if not more so, than the materials, ideas and labor that go into the creation of a service, product, experience and/or brand.
Imperative Tagline
A brand tagline that prescribes action to the audience.
Impressions
Number of times a banner ad has been requested and has presumably been seen by users. It is often difficult to obtain an accurate impression count because they can be undercounted due to issues relating to cache, or overcounted due to requests that have not been completed.
Ingredient Brand
One brand is used as a selling feature in another brand.
Integrated Marketing
Collaborative approach that develops consistent messaging across media.
Intellectual Property
Intangible assets protected by copyrights and patents; the field of law that specializes in the protection of brand assets -- including brand names, trademarks, shapes, sounds, colors and scents.