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parent brand

A brand leading one or more sub-brands.

symbol

An image or object that represents an idea, value, or concept. They are often used in branding to create a visual identity for a company or product. Examples include the Nike swoosh, the Ap...

youthquake

A significant cultural, social, or political shift driven by young people affecting consumer preferences.

qualitative research

A market research methodology that aims to understand human behaviour in a market context by observing interactions with sample audiences.

logotype

A consistent typographical design used to represent the name of an organisation, product or service (as opposed to a graphic symbol). The name can get a graphic treatment such as customised...

customer experience (CX)

The overall experience the customer undergoes when interacting with a product, service, organisation or brand. This experience is generally formed from contact with brand touchpoints.