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Brand building glossary

brand parity

The similarity of two or more brands in terms of perceived rank, status, quality and/or price in the eyes of the consumer.

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buzz

Marketing term for the information cascade that occurs when people decide a product, service or organisation is worth talking about or interacting with.

SEO

Search Engine Optimisation is the process of developing content that supports a high web page ranking by search engines such as Google.  

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...

out of home (OOH)

Mass media outside the home, typically visible to the general public. Includes billboards, signage, hoardings, public transport.

brand manager

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

copy

Text ready for publication or review. The term originated when a newspaper writer would pass a completed piece to the editor with the instruction to “copy” (reproduce) it.

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