brand gap

tone of voice

A brand’s own unique way of communicating its personality through language to get noticed, remembered and recognised. Tone of voice is a part of the brand identity. Tone of voice parameters...

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...

consumer staples

monolithic branding

A branded house strategy built around a single, unified idea. Often applied to achieve consistency and economies of scale. Examples include Google, FEDEX, GE.

repositioning

The process of evaluating and potentially adjusting core aspects of a brand to achieve the objectives of a particular marketing strategy.

awareness

The degree of recognition and understanding of a brand within a defined audience.