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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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naming

The methodology of creating, identifying and assigning names to companies, products and services for competitive advantage. Effective naming helps communicate a branded offering’s features,...

messaging framework

A structured approach to articulating the central messages of a brand prior to amplification in various channels. The messaging framework may include a brand strategy, brand model with prom...

quantitative research

A market research methodology that aims to understand human behaviour through collection and analysis of data.

generic brand

Generally competing on price, a generic brand presents a product as a commodity. It does not seek the advantages branding offers, such as reputation, recognition and recall.

brand manager

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

focus group

A research process used to gather qualitative data about a target market or consumer segment. A moderator leads a small group of participants through a discussion about a product, service,...

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