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brand licensing

The sale of usage rights by a brand owner to a third party, often involving fee or royalties.

word of mouth (WOM)

Organic conversation about a product or brand that spontaneously occurs between individuals. Positive WOM is actively encouraged by brand builders as it’s potentially the most effective for...

above-the-line (ATL)

Traditionally this referred to mass media communication channels, including television, radio, print, low CPM digital banner ads and out-of-home media. These channels are useful for reachin...

employer branding

Activity that enhances the perceived value of an organisation to employees and employment candidates.

market leader

The brand with the largest market share in a certain industry.

brand architecture

The hierarchical breakdown of how an organisation and its individual brands fit together. These are segmented into three types: 1. Branded house (a single brand appears on all products and...