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Brand building glossary

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 well as perceived differences that can be developed by brand builders. A strong positioning builds memory structures that help people recall and choose the brand. 

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brand essence

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

viral marketing

A type of marketing where products or promotions are rapidly shared among customers.

positioning phrase

Also known as tagline and slogan. This brief but important message is often placed near a logo. It may be viewed as the mental gateway to a brand, and will appear prominently at multiple au...

brand DNA

The core idea a brand seeks to be associated with in the mind of an observer. This idea is developed through a brand building methodology.

X-channel

Or cross channel, refers to the integration of various marketing channels, such as social media, email, mobile, and web, to create a seamless and consistent brand experience for customers a...

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