brand loyalty

core compentencies

The skills and knowledge that allows an organisation to create value for its stakeholders. These competencies vary, and can include activities such as product design, marketing, operations,...

brand manager

The role responsible for developing and executing a marketing plan for a branded product or service.

endorsed brand

A strategy involving the explicit support of one brand by another, or by an organisation, celebrity or other entity.

invented names

An original name created for a brand, company, or product, with no other linguistic definition. Examples: Accenture, Kodak, Xerox.

coined names

Names that didn’t previously exist before being created and defined by an individual or team. Examples include Coca-Cola, Google, meme, and the World Wide Web.

mission