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Brand building glossary

brand associations

What people believe, feel and understand about a brand derived from their positive or negative experiences with its products or services.

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brand attributes

Characteristics of a brand that inform how it is expressed to audiences. Some attributes are hygiene factors shared by all brands in the category. Other attributes aim to be unique to the b...

vision

A statement describing the future an organisation aims to create or contribute to. An effective vision statement gives long-term direction and helps people understand what the organisation...

copy

Text ready for publication or review. The term originated when a newspaper writer would pass a completed piece to the editor with the instruction to “copy” (reproduce) it.

brand building

Activities that increase the value of a brand. These include branding and marketing communications.

brand promise

The unique proposition/benefit/value the brand promises to deliver to its audiences. This statement asserts what people can expect from it. Fulfilling promises builds a stronger reputation...

brand management

The discipline of developing or maintaining a brand through planning, strategy, execution and metrics to achieve business objectives.

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Browse the glossary by first letter to find related branding, marketing and business language.

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