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Brand building glossary

brand revamp

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tactics

The details of how the strategy will be executed. Not to be confused with the strategy itself.

acronym names

Names created by abbreviating two or more words, ideas or names.  Either pronounced letter-by-letter or as a word. Examples include IBM (International Business Machines), H&M (Hennes & Maur...

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.

repositioning

The process of evaluating and potentially adjusting core aspects of a brand to achieve the objectives of a particular marketing strategy.

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,...

quantitative research

A market research methodology that aims to understand human behaviour through collection and analysis of data.

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