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Brand building glossary

brand model

A concise document that serves as a framework for brand building by defining key messages. It explains the brand’s purpose, positioning, promise, personality and DNA. The brand model works by aligning the understanding of the brand owner and branding agency. Once approved, the brand model informs the messaging framework, brand design, website and brand guidelines.

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brand equity

The intangible value of a brand relative to how recognisable it is, derived from aggregated stakeholder opinions. Not to be confused with brand value, the economic worth of a brand.

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...

endorsed brand

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

motion graphics

Animated graphic design content or video footage which creates the illusion of movement. The term is often used to differentiate from (stationary) graphic design. Motion graphics often feat...

brand positioning

The locating of a brand among defined competitors and/or in people’s minds to ensure distinction, and relevance to stakeholders. The positioning includes real competitive differences as wel...

freestanding brand

A brand that nominally exists as an independent entity. For example, Proctor & Gamble’s freestanding brands include Gillette, Pringles and Pampers.

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