branding

communications

market leader

The brand with the largest market share in a certain industry.

on/off-brand

The degree of correctness of the expression or action of a brand and its desired perception in people’s minds.

content marketing

The strategy of creating content relevant to a target audience’s interests in order to attract interest in a brand, with the ultimate hope of leading to a sale. Content marketing is typical...

brand revitalisation

A brand alignment with an added focus on modernising an outdated corporate identity.

brand equity protection

Strategies and security measures applied to safeguard brand equity. Includes measures that reduce potential risks and/or liabilities from acts of counterfeit, theft, fraud, etc. If insuffic...