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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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theory of change

A methodology applied primarily by philanthropy, not-for-profit and government organisations to plan, evaluate and promote long-term social change. Theory of change has a strong influence o...

hygiene factors

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

corporate citizen

The recognition that a corporation has a wider effect on society, and its obligations to society go beyond minimum regulatory compliance and generating profits for shareholders. In many sec...

reach

An estimation of the number of customers exposed to a brand or communications initiative, such as an advertising campaignitem. In recent years reach has been misguidedly criticised for bein...

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.

brand building

Activities that increase the value of a brand. These include branding and marketing communications.

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