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Brand building glossary

brand discovery

An investigation into a brand intended to determine its current status across various dimensions. The process often involves a brand audit, interviews with key stakeholders, and various forms of quantitative and qualitative research.

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monogram

A logo design composed of initial letters. Examples include Louis Vuitton, HP, General Electric.

repositioning

The process of evaluating and potentially adjusting core aspects of a brand to achieve the objectives of a particular marketing strategy.

above-the-line (ATL)

Traditionally this referred to mass media communication channels, including television, radio, print, low CPM digital banner ads and out-of-home media. These channels are useful for reachin...

content marketing

The strategy of creating content relevant to a target audience’s interests in order to attract interest in a brand, with the ultimate hope of leading to a sale. Content marketing is typical...

top-of-mind

Refers to the presence of a particular brand in the consumer's mind when asked to name brands in a product category. To attain this position, a brand needs a large share of voice in its cat...

sales enablement

The process of providing sales teams with appropriate knowledge and support tools to engage prospects and sell effectively.

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

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