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Brand building glossary

content management system (CMS)

A digital application or platform that enables website content to be managed effectively. Wordpress is the most popular example.

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brand experience

The impression engagement with a brand creates in the mind of a stakeholder. These vary from calculated and targeted experiences such as retail environments, advertisements, websites as wel...

youthquake

A significant cultural, social, or political shift driven by young people affecting consumer preferences.

headline

A line of text in a prominent position, such as in an advertisement, or located at the top of a webpage or editorial story, applied to summarise the content and attract readership.

through-the-line (TTL)

A combination of above- and below-the-line marketing. Through-the-line is increasing in popularity and effectiveness, as ‘line’ definitions become more blurred from communications channels...

market share

The percentage of a market (an industry, or a specific market segment) that is controlled by a particular company or product.

freestanding brand

A brand that nominally exists as an independent entity. For example, Proctor & Gamble’s freestanding brands include Gillette, Pringles and Pampers.

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