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Brand building glossary

brand management

The discipline of developing or maintaining a brand through planning, strategy, execution and metrics to achieve business objectives.

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mass marketing

The process of targeting large populations with messages tailored for broad appeal through channels with a wide reach.

branding

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

logotype

A consistent typographical design used to represent the name of an organisation, product or service (as opposed to a graphic symbol). The name can get a graphic treatment such as customised...

segmentation

Tactical division of audiences and markets into groups with defined characteristics.

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...

invented names

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

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