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A brand alignment with an added focus on modernising an outdated corporate identity.

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communications

The planned use of messages and channels to reach audiences and influence understanding, perception or behaviour. In a brand context, communications encompass advertising, PR, websites, soc...

invented names

An original name created for a brand, company, or product, with no other linguistic definition. Examples: Accenture, Kodak, Xerox.

brand licensing

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

brand experience

The impression engagement with a brand creates in the mind of a stakeholder. These vary from calculated and targeted experiences such as retail environments, advertisements, websites as wel...

brand parity

The similarity of two or more brands in terms of perceived rank, status, quality and/or price in the eyes of the consumer.

brand preference

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

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