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Brand building glossary

communications

The planned use of messages and channels to reach audiences and influence understanding, perception or behaviour. In a brand context, communications encompass advertising, PR, websites, social media, email, events, environments, point-of-sale and other touchpoints.

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rebranding

The strategy of adjusting the brand image of an organisation or other offering to change or maintain stakeholder perceptions.  Rebranding involves brand strategy, name, design, digital and...

brand loyalty

The degree of a individual's positive feelings towards a brand, and dedication to purchasing its products and/or services repeatedly, regardless of deficiencies, competitor actions, or chan...

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...

customer experience (CX)

The overall experience the customer undergoes when interacting with a product, service, organisation or brand. This experience is generally formed from contact with brand touchpoints.

market segment

A group of potential customers sharing a common need or want that a company can target as a mass.

brand essence

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

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