Branding Glossary
The Insiders’s Guide to Hospitality & Upmarket Branding
Step into a world of branding expertise with this 196-page compendium, crafted to elevate your brand’s presence and legacy. Authored by our Creative Director & Partner Iva R. Svec and Motiva’s Founder and Brand Strategist, Michael Svec, this essential guide also features insights from Univ.-Prof. Ivica Rakic, a pioneering industry force since the 1970s. Curated specifically for decision-makers in premium hospitality and representatives of upmarket brands, it unpacks the complex art and science of brand building. Flip to any page, and we promise you will walk away empowered to create brands that leave an enduring mark in the hearts of your guests and clients.
196 pages, soft cover, open spine binding
Every day, we encounter myths and mix-ups about branding—terms thrown around loosely or out of context. This glossary aims to set the record straight.
michael svec
Author & Managing Partner at Motiva
We’re not claiming to have the final word on every term, but we’ve done our best to pull together the most up-to-date definitions that people actually agree on, both in academia and in the industry.
Iva R. Svec
Author & Creative Director at Motiva
.svg){kind=icon}
