brand loyalty

brand revamp

symbol

An image or object that represents an idea, value, or concept. They are often used in branding to create a visual identity for a company or product. Examples include the Nike swoosh, the Ap...

sub-brand

A strategy of developing one or more branded offerings that are different from, but related to, another branded product or service. Often applied to leverage existing brand value into anoth...

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 essence

The core message of a brand, usually in a short, simple phrase of one to five words.

below-the-line (BTL)

Traditionally, tightly targeted marketing activities that run outside mass media channels. Includes PR campaigns, direct marketing, promotions, events, sponsorship, and digital channels inc...