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Brand building glossary

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, and customer service. Areas not considered core competencies (which may include brand development) are often outsourced.

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mass marketing

The process of targeting large populations with messages tailored for broad appeal through channels with a wide reach.

invented names

An original name created for a brand, company, or product, with no other linguistic definition. Examples: Accenture, Kodak, Xerox.

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.

out of home (OOH)

Mass media outside the home, typically visible to the general public. Includes billboards, signage, hoardings, public transport.

youthquake

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

brand management

The discipline of developing or maintaining a brand through planning, strategy, execution and metrics to achieve business objectives.

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