Key terms & definitions

The recognisable features and associations that distinguish a company’s products, such as its name, logo, colours and packaging style.

The visual and verbal identity associated with an artist or organisation, created through features such as logos, imagery, language and recurring messages.

The perceptions and associations customers have about a brand, such as its quality, reliability, value or style.

Creating a recognisable identity for a product or business through elements such as its name, logo, colours and design.

An alloy of copper and zinc.

An alloy of copper and zinc.

An organised group of musicians playing mainly brass instruments, often associated in nineteenth-century Britain with a workplace or local community.

Joining metals by melting a lower-melting-point filler into a close-fitting joint without melting the parent metals.

An opening made in a defensive wall through which attackers can enter.

A reusable board that allows electronic components to be connected and rearranged without soldering, so a circuit can be tested.

A person whose earnings financially support a household.

A person who earns money to support a household.

A person whose earnings provide the main financial support for a household.

The person who earns the money or obtains the resources needed to support a household.

The chemical splitting of larger molecules into smaller molecules.

The point at which a business’s total revenue equals its total costs, so it makes neither a profit nor a loss.

Using costs and revenue at different output levels to identify break-even and help assess business decisions.

The level of output at which total revenue equals total costs, so the business makes neither a profit nor a loss.

The level of output at which total revenue equals total costs, so the business makes neither a profit nor a loss.

The level of sales at which total revenue equals total costs, so the business makes neither a profit nor a loss.

The number of units that must be sold for total revenue to equal total costs, so that neither a profit nor a loss is made.

Dividing large quantities of goods into smaller quantities for sale.

A moment when a character acknowledges the audience or camera, disrupting the impression that the fictional world is separate from its spectators.

A point where the steepness or direction of a slope changes.

An attempt by a surrounded or trapped force to force its way out to a safer position.

A point set in a debugger where execution pauses so that the programmer can inspect variable values.

The removal of the Pope’s authority over the English Church under Henry VIII, establishing the monarch’s authority instead.

The ability of a fabric to allow water vapour to pass through it, helping moisture escape from around the wearer.

A thin protective layer that can be bonded to fabric to block liquid water while allowing water vapour to pass through.

The number of breaths taken per minute.