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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 earnings

The cash inflow based on brand alone. Often a challenge to calculate, but several formulas can be applied.

logotype

A consistent typographical design used to represent the name of an organisation, product or service (as opposed to a graphic symbol). The name can get a graphic treatment such as customised...

youthquake

A significant cultural, social, or political shift driven by young people affecting consumer preferences.

monogram

A logo design composed of initial letters. Examples include Louis Vuitton, HP, General Electric.

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,...

mission, vision, values statements

These interconnected ideas are part of the Balanced Scorecard (BSC) methodology formally applied by many global organisations. In that context these statements clarify the organisation’s ai...

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