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Brand building glossary

brand gap

The dissonance created by misalignment of a brand's promise and reality. An effective brand strategy aligns what is promised with what is delivered.

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sales enablement

The process of providing sales teams with appropriate knowledge and support tools to engage prospects and sell effectively.

brand experience

The impression engagement with a brand creates in the mind of a stakeholder. These vary from calculated and targeted experiences such as retail environments, advertisements, websites as wel...

market position

A company's place in the market in relation to its competitors. Position can be ranked by various factors.

brand building

Activities that increase the value of a brand. These include branding and marketing communications.

hygiene factors

Attributes (eg. professional, honest) that are expected for a business or service, and which won’t contribute to a brand’s distinctiveness.

motion graphics

Animated graphic design content or video footage which creates the illusion of movement. The term is often used to differentiate from (stationary) graphic design. Motion graphics often feat...

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