brand earnings

values

monogram

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

brand valuation

The process of estimating the total financial value of a brand based on various performance metrics. Factors include earnings, market share, and growth potential.

theory of change

A methodology applied primarily by philanthropy, not-for-profit and government organisations to plan, evaluate and promote long-term social change. Theory of change has a strong influence o...

customer experience (CX)

The overall experience the customer undergoes when interacting with a product, service, organisation or brand. This experience is generally formed from contact with brand touchpoints.

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...