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Brand building glossary

brand DNA

The core idea a brand seeks to be associated with in the mind of an observer. This idea is developed through a brand building methodology.

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fast moving consumer goods (FMCG)

These products are sold quickly at a relatively low cost. Examples include non-durable household goods such as packaged foods, beverages, toiletries, confectionery, cosmetics, over-the-coun...

monogram

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

market segment

A group of potential customers sharing a common need or want that a company can target as a mass.

brand salience

The degree to which a brand sticks out to be recognized among competitors and recalled by its intended audience.

headline

A line of text in a prominent position, such as in an advertisement, or located at the top of a webpage or editorial story, applied to summarise the content and attract readership.

distinction

A distinctive quality, such as a unique feature, mnemonic or promise, increase the memorability of a brand. This brand recognition raises the likelihood of choice at the point of sale. Dist...

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