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Brand building glossary

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 insufficiently protected, feelings and thoughts about the brand may be compromised, reducing brand value.

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co-branding

The process of two or more brands endorsing a product or service. It usually occurs when the brands have similar values and goals, and can benefit from cooperating. Co-branding can help bot...

coined names

Names that didn’t previously exist before being created and defined by an individual or team. Examples include Coca-Cola, Google, meme, and the World Wide Web.

tactics

The details of how the strategy will be executed. Not to be confused with the strategy itself.

buzz

Marketing term for the information cascade that occurs when people decide a product, service or organisation is worth talking about or interacting with.

brand touchpoints

Any point where the customer comes into contact with the brand, offering an opportunity to influence their perception/behaviour. Examples include POS, help desks, websites, social media and...

market share

The percentage of a market (an industry, or a specific market segment) that is controlled by a particular company or product.

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