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Brand building glossary

brand preference

A strong preference for one brand over another, typically demonstrated by purchasing habits.

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endorsed brand

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

brand licensing

The sale of usage rights by a brand owner to a third party, often involving fee or royalties.

sonic branding

The use of music and other sounds to help brands build distinctive, relevant and favourable memory structures that engage audiences. Also called audio branding.

customer experience (CX)

The overall experience the customer undergoes when interacting with a product, service, organisation or brand. This experience is generally formed from contact with brand touchpoints.

freestanding brand

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

naming

The methodology of creating, identifying and assigning names to companies, products and services for competitive advantage. Effective naming helps communicate a branded offering’s features,...

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