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earned, owned, paid media

These three channel categories generally complement each other in a through-the-line strategy. Earned media is unsolicited positive coverage by third parties. Examples include word of mouth...

tagline

A common though imprecise term for a line of text in a prominent position, such as fixed under a logo to reinforce a company’s brand.

word of mouth (WOM)

Organic conversation about a product or brand that spontaneously occurs between individuals. Positive WOM is actively encouraged by brand builders as it’s potentially the most effective for...

brand preference

A strong preference for one brand over another, typically demonstrated by purchasing habits.

freestanding brand

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

corporate social responsibility (CSR)

An evolving approach to self-regulation of a business that aims to develop positive corporate citizenship. Includes internal initiatives that aim to reduce or eliminate practices that have...