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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 ambassadors

Key people who promote a brand because they believe in it, or are paid to promote it, or both. These people typically have leadership qualities and are enthusiastic about what the brand and...

branding

The process of defining and expressing a brand through words, images and design to influence perception.

brand positioning

The locating of a brand among defined competitors and/or in people’s minds to ensure distinction, and relevance to stakeholders. The positioning includes real competitive differences as wel...

brand manager

The role responsible for developing and executing a marketing plan for a branded product or service.

service brand

A brand representing a service rather than a product.

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