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Brand building glossary

brand purpose

A declaration of an organisation’s reason for being. It expresses why the brand matters and how it benefits the wider world. It communicates an organisation’s fundamental belief and goal that will inspire stakeholders. The stated purpose of a business should go beyond simply generating profit. Several studies reveal that purpose-led businesses outperform financially.

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brand valuation

The process of estimating the total financial value of a brand based on various performance metrics. Factors include earnings, market share, and growth potential.

content management system (CMS)

A digital application or platform that enables website content to be managed effectively. Wordpress is the most popular example.

visual identity

A term that specifies the elements of a brand that can be perceived through sight within the wider context of brand identity.

zag

A differentiating idea that drives a charismatic brand, resulting in a disruptive innovation that yields a competitive advantage.

ZMOT

Zero Moment of Truth is a term coined by Google to describe the critical moment when a consumer decides to make a purchase after researching a product or service online. By understanding th...

qualitative research

A market research methodology that aims to understand human behaviour in a market context by observing interactions with sample audiences.

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