Saab Definitions

Below, you will find the Saab definitions of different terms being used in the field of Communication.


Brand has a much wider meaning than trademark, which is the building block (usually legally registered) on which the brand is constructed.

The brand adds other dimensions that differentiate it in some way from other products designed to satisfy the same need. The differences may be rational and tangible (related to product performance) or symbolic, emotional or intangible (related to what the brand represents).

Business concept Outlines what the business will do and the value it will provide to all relevant constituents. It is the foundation for all  follow-on activities.

Core values The essential and enduring tenets of an organisation. Values so fundamental and deep that they will never change.

Should not be influenced by the outside world or by competitors; transcends product or market life cycles, technological breakthroughs, management fads and individual leaders.

Corporate brand Represents an organisation and identifies the corporation behind the products. Saab is used as a corporate brand, meaning that organisational associations such as, e.g. innovation or quality, provide a common denominator that may be applied to all products and their respective product brands.

Corporate identity Please see Visual identity.

Endorser An endorser is a brand that provides support and credibility to the different product brands within an organisation.

The corporate brand is often an endorser. Its primary role is to reassure the customer that the product will deliver the promised functional benefits, as well as support the product throughout its life cycle, because the company behind the brand is a substantial, successful organisation that would only be associated with a strong product.

Graphic identity Part of the visual identity, involves the images we present to the public through logos, typefaces, colours, stationery and more.

Identity Everything that the company is and can be. The “soul”, what the company stands for, from inside to out. The identity is created by the company itself and must conform to the chosen profile.

Examples of elements included in identity are logotype, websites, advertising, packaging and labelling, presentations, programmes and events, exhibitions, video and multimedia, mission and vision.

Image How we are perceived.

Logotype A logotype is an image and/or name that describes, for example, a company or a project.

A logotype may consist of one or several parts. The Saab Logotype consists of two parts - the Saab symbol and the stylised name Saab.

Mission The foundation of our existence. What value do we offer to the market?

Name, Alphanumeric A combination of letters and/or numbers, that gives the impression of being nothing more than a letter/digit code.

The name can contain only letters, only numbers, or be a mix. Example: AT4, R40, BT37MX. Alphanumeric combinations are difficult to protect as trademarks and can therefore be used quite freely for product naming.

Name, Distinctive The name is not generic or alphanumeric but constitutes a distinctive word and gives the impression of being a unique name reserved for a specific product or brand.

This category comprises most of the brand names that surround us in everyday life: Coca Cola, Kodak, Mercedes, Microsoft – as well as many Saab names.

The names may be descriptive but are not strictly generic (GAMER), they can be animal species (SHARC), they can be taken from classical languages (TAURUS) or they may be invented words (DEMONA).

Name, Generic Relating not to one specific object but to an entire class of objects. The word is used as the counterpart of “brand”/“branded”, meaning that a mark, mostly a name, is a general symbol for an entire product category and not a specific brand. Example: “Fighter aircraft”.

Product  The specific formulation of a utility offered on a market, not a general category like “fighter aircraft” but an identifiable offer from a specific source, like Gripen.

The term “products” refers not only to physical products, but to services, systems, concepts, processes or the like, i.e. anything you can sell and put a price on.

Product brand Means one-product, one-brand, each product has its own name. Some of the products within the Product Data Base for the Saab Group are product brands.

Product category A certain kind of products, from different sources, so that the products within the category could be seen as alternative options for the buyer. Example: fighter aircraft, light anti-armour weapons.

Product group  A group of products from the same source that are linked to each other in some way. Very often such a group constitutes a brand. Example: AT4 Light anti-armour weapons (the products are AT4 CS and AT4 HEAT).

Product name The name of a product: the specific sequence of words, letters, numbers or other characters that designates a certain product. Example: “AT4 CS”.

Profile What the company wants to be; all activities performed by the company to influence the market's perception. The profile chosen must be supported by the identity.

® You may use the registration symbol “®” only after the Patent and Trademark Office actually registers a mark, and not while an application is pending. Also, you may use the registration symbol with the mark only on, or in connection with, the goods and/or services listed in the trademark registration.

Symbol The Saab Symbol is the round device mark with the names Saab and Technologies, a griffin head and two floating ribbons.

TM Any time you claim rights to a mark, you may use the TM (trademark) designation to alert the public to your claim, regardless of whether or nor you have filed an application.

You may thus start using the TM designation as soon as you have a new product name.

Trademarks Any sign capable of being graphically represented and capable of distinguishing our products or services from others.

A trademark may be a name (e.g. Saab) or device, or a combination of both (e.g. the brand name “Gripen” and the symbol with the aircraft silhouette in front of a globe).

Trademarks can be legally registered meaning that they are restricted to the use of the owner, which must be a legal person, e.g. Saab AB.

Vision The guiding star, what are we aiming for. Where you want to be. Must contribute to creating motivation throughout the organisation, so it is crucial that the vision be framed in such a way that everyone can feel inspired by it.
Visual identity The visual impression on the observer is a large part of the identity, e.g. graphic identity, architecture and special product design.