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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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branding agency

A consultant specialising in devising, designing and developing brands. Clients are typically businesses or organisations that seek a competitive advantage from branding but don’t maintain...

monogram

A logo design composed of initial letters. Examples include Louis Vuitton, HP, General Electric.

brand architecture

The hierarchical breakdown of how an organisation and its individual brands fit together. These are segmented into three types: 1. Branded house (a single brand appears on all products and...

audio branding

The use of sound, music, voice and other audio cues to make a brand easier to recognise and remember. Audio branding can include sonic logos, product sounds, hold music, voice treatments an...

focus group

A research process used to gather qualitative data about a target market or consumer segment. A moderator leads a small group of participants through a discussion about a product, service,...

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