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brand preference

A strong preference for one brand over another, typically demonstrated by purchasing habits.

brand purpose

A declaration of an organisation’s reason for being. It expresses why the brand matters and how it benefits the wider world. It communicates an organisation’s fundamental belief and goal th...

tactics

The details of how the strategy will be executed. Not to be confused with the strategy itself.

brand

For organisations, brand is synonymous with reputation. A strong brand is the equivalent to a strong reputation. Reputation is built in multiple dimensions, and is reflected in brand messag...

reach

An estimation of the number of customers exposed to a brand or communications initiative, such as an advertising campaignitem. In recent years reach has been misguidedly criticised for bein...

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.