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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 licensing

The sale of usage rights by a brand owner to a third party, often involving fee or royalties.

brand

For organisations, brand is synonymous with reputation. A strong brand is the equivalent to a strong reputation. Reputation is built in multiple dimensions, and is reflected in brand messag...

messaging

A communication strategy using language and writing to build perceptions in an audience’s mind. Messaging is used to tell stories, make value propositions, influence decision making, and di...

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.

brand ambassadors

Key people who promote a brand because they believe in it, or are paid to promote it, or both. These people typically have leadership qualities and are enthusiastic about what the brand and...

brand manager

The role responsible for developing and executing a marketing plan for a branded product or service.

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