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Brand building glossary

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 value and market value.

Not to be confused with brand equity, the measurement of a brand’s intangible value.

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freestanding brand

A brand that nominally exists as an independent entity. For example, Proctor & Gamble’s freestanding brands include Gillette, Pringles and Pampers.

brand earnings

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

brand audit

A research initiative designed to obtain an understanding about the reality of a brand. It explores and identifies the brand's, and competitors, current positioning in the market. It typica...

viral marketing

A type of marketing where products or promotions are rapidly shared among customers.

brand essence

The core message of a brand, usually in a short, simple phrase of one to five words.

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