content management system (CMS)

brand promise

The unique proposition/benefit/value the brand promises to deliver to its audiences. This statement asserts what people can expect from it. Fulfilling promises builds a stronger reputation...

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 proposition

brand function

The practical role of the brand. For example, how a product, service or organisation might be described on a government form.

market leader

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

quantitative research

A market research methodology that aims to understand human behaviour through collection and analysis of data.