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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...

core compentencies

The skills and knowledge that allows an organisation to create value for its stakeholders. These competencies vary, and can include activities such as product design, marketing, operations,...

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 identity

A brand identity is the totality of elements that identify and distinguish a brand in people’s minds. These elements include (but aren’t limited to) the logo, colours, typography, images, m...

brand equity protection

Strategies and security measures applied to safeguard brand equity. Includes measures that reduce potential risks and/or liabilities from acts of counterfeit, theft, fraud, etc. If insuffic...

sub-brand

A strategy of developing one or more branded offerings that are different from, but related to, another branded product or service. Often applied to leverage existing brand value into anoth...