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Brand building glossary

brand manager

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

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key performance indicators (KPI)

The range of qualitative, quantitative, objective and subjective metrics indicating degree of success. In a branding context, this can include volume or value of market share, perceived awa...

repositioning

The process of evaluating and potentially adjusting core aspects of a brand to achieve the objectives of a particular marketing strategy.

sales enablement

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

endorsed brand

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

corporate identity (CI)

The recognisable public face of an organisation, which includes visual and other tangible elements that define its brand. The combination of name, logo, typeface, and colour palette, as wel...

brand essence

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

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