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Brand building glossary

brand loyalty

The degree of a individual's positive feelings towards a brand, and dedication to purchasing its products and/or services repeatedly, regardless of deficiencies, competitor actions, or changes in the environment.

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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...

employer branding

Activity that enhances the perceived value of an organisation to employees and employment candidates.

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...

brand revitalisation

A brand alignment with an added focus on modernising an outdated corporate identity.

top-of-mind

Refers to the presence of a particular brand in the consumer's mind when asked to name brands in a product category. To attain this position, a brand needs a large share of voice in its cat...

branding

The process of defining and expressing a brand through words, images and design to influence perception.

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