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Brand building glossary

consumer staples

Everyday consumer products that are bought frequently and usually at relatively low cost. Examples include packaged food, drinks, toiletries, household goods, cosmetics and other fast-moving essentials. Also known as fast moving consumer goods (FMCG)

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brand valuation

The process of estimating the total financial value of a brand based on various performance metrics. Factors include earnings, market share, and growth potential.

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...

qualitative research

A market research methodology that aims to understand human behaviour in a market context by observing interactions with sample audiences.

mass marketing

The process of targeting large populations with messages tailored for broad appeal through channels with a wide reach.

brand personality

A distinctive collection of human characteristics applied to a brand with the aim to produce a consistent experience that resonates with an audience. These traits align how a brand looks, s...

demographics

Statistical data relating to a population and groups within it. Metrics include location, age, gender, income, race and other.

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