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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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brand strategy

The intentional overarching approach that defines what, when and how to communicate, to advance the operational strategy and objectives of an organisation, or the marketing of a commodity o...

brand promise

The unique proposition/benefit/value the brand promises to deliver to its audiences. This statement asserts what people can expect from it. Fulfilling promises builds a stronger reputation...

brand function

The practical role of the brand. For example, how a product, service or organisation might be described on a government form.

zag

A differentiating idea that drives a charismatic brand, resulting in a disruptive innovation that yields a competitive advantage.

mission, vision, values statements

These interconnected ideas are part of the Balanced Scorecard (BSC) methodology formally applied by many global organisations. In that context these statements clarify the organisation’s ai...

design director

The individual in a branding agency responsible for ensuring a creative team’s design proposals answer the creative brief.

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