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Brand building glossary

brand value proposition

The clear benefit or value a brand promises to deliver to its audiences. A strong value proposition helps people understand why the brand matters and why they should choose it. The value proposition is ideally simple and distinctive among peers and competitors. Also known as brand promise.

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brand associations

What people believe, feel and understand about a brand derived from their positive or negative experiences with its products or services.

freemium

A portmanteau of “free” and “premium”. A business model in which a brand offers a basic product or service for free, while charging for premium features or services.

fast moving consumer goods (FMCG)

These products are sold quickly at a relatively low cost. Examples include non-durable household goods such as packaged foods, beverages, toiletries, confectionery, cosmetics, over-the-coun...

tactics

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

brand identity

A brand identity is the totality of elements that identify and distinguish a brand in people’s minds. These elements include (but aren’t limited to) the logo, colours, typography, images, m...

segmentation

Tactical division of audiences and markets into groups with defined characteristics.

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