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marketing

The discipline of creating awareness and desire to influence behaviour of a target audience towards a specific outcome, such as sales, sign-ups, or change of lifestyle habits, opinions, per...

brand licensing

The sale of usage rights by a brand owner to a third party, often involving fee or royalties.

graphic style

The overall recognisable design of a piece of graphic art. This includes the fonts, colours, layout and other elements used in the artwork. A graphic designer will often use a specific grap...

inbound marketing

A technique for attracting customers to products and services via content marketing, social media marketing, search engine optimization and branding.

brand associations

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

brand equity

The intangible value of a brand relative to how recognisable it is, derived from aggregated stakeholder opinions. Not to be confused with brand value, the economic worth of a brand.