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Brand building glossary

brand architecture

The hierarchical breakdown of how an organisation and its individual brands fit together. These are segmented into three types: 1. Branded house (a single brand appears on all products and services). 2. House of brands (sub-brands are presented to target audiences as nominally independent entities. 3. Hybrid (a combination of branded house and house of brands).

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share of mind

A metric devised to gauge the degree a particular brand is available unprompted in audiences’ minds compared to competitors.

brand value

The net value of the cash flows that can be attributed to the brand dimension of an offering. An intangible asset of a business that helps to make up the difference between a company’s book...

affinity marketing

A strategy of associating a brand with charities, sport or entertainment events through sponsorships or partnerships to develop reach and create positive impressions among wider audiences.

rebranding

The strategy of adjusting the brand image of an organisation or other offering to change or maintain stakeholder perceptions.  Rebranding involves brand strategy, name, design, digital and...

brand DNA

The core idea a brand seeks to be associated with in the mind of an observer. This idea is developed through a brand building methodology.

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