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Brand building glossary

brand revitalisation

A brand alignment with an added focus on modernising an outdated corporate identity.

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customer characteristics

Traits that describe a customer. This can cover demographics, interests, and spending habits. Knowing these characteristics can help brands better target and appeal to customers.

youthquake

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

brand image

What people perceive the brand to be. Brand building activities can help improve a brand’s image.

brand personality

A distinctive collection of human characteristics applied to a brand with the aim to produce a consistent experience that resonates with an audience. These traits align how a brand looks, s...

hygiene factors

Attributes (eg. professional, honest) that are expected for a business or service, and which won’t contribute to a brand’s distinctiveness.

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