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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 refresh

An update to a brand's identity, messaging or expression without changing the core brand idea. Usually involving changes to key messages and design, a refresh is used to improve relevance,...

core compentencies

The skills and knowledge that allows an organisation to create value for its stakeholders. These competencies vary, and can include activities such as product design, marketing, operations,...

brand parity

The similarity of two or more brands in terms of perceived rank, status, quality and/or price in the eyes of the consumer.

launch

A launch is an event or series of events that formally introduce a new product, service, line extension, or brand to the market. The launch typically includes a media conference, product de...

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...

endorsed brand

A strategy involving the explicit support of one brand by another, or by an organisation, celebrity or other entity.

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