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parent brand

A brand leading one or more sub-brands.

brand associations

What people believe, feel and understand about a brand derived from their positive or negative experiences with its products or services.

corporate identity (CI)

The recognisable public face of an organisation, which includes visual and other tangible elements that define its brand. The combination of name, logo, typeface, and colour palette, as wel...

corporate social responsibility (CSR)

An evolving approach to self-regulation of a business that aims to develop positive corporate citizenship. Includes internal initiatives that aim to reduce or eliminate practices that have...

freestanding brand

A brand that nominally exists as an independent entity. For example, Proctor & Gamble’s freestanding brands include Gillette, Pringles and Pampers.

corporate culture

The shared values, beliefs, attitudes, behaviours, and practices that characterise an organisation and shape its internal and external interactions. Corporate culture plays a critical role...