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Brand building glossary

brand salience

The degree to which a brand sticks out to be recognized among competitors and recalled by its intended audience.

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tactics

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

sub-brand

A strategy of developing one or more branded offerings that are different from, but related to, another branded product or service. Often applied to leverage existing brand value into anoth...

market share

The percentage of a market (an industry, or a specific market segment) that is controlled by a particular company or product.

endorsed brand

A strategy involving the explicit support of one brand by another, or by an organisation, celebrity or other entity.

share of mind

A metric devised to gauge the degree a particular brand is available unprompted in audiences’ minds compared to competitors.

brand value

The net value of the cash flows that can be attributed to the brand dimension of an offering. An intangible asset of a business that helps to make up the difference between a company’s book...

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