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Brand building glossary

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 negative social or environmental effects, and initiatives of a philanthropic, activist, or charitable nature. A company with strong positive CSR credentials is perceived as a good corporate citizen.

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brand building

Activities that increase the value of a brand. These include branding and marketing communications.

content management system (CMS)

A digital application or platform that enables website content to be managed effectively. Wordpress is the most popular example.

intellectual property (IP)

Ownership of ideas, concepts and content. An important dimension to brand building is staking out legal ownership of valuable trademarks and copyrights.

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.

masterbrand

The dominant brand attached to an organisation's products and/or services. Examples include Virgin, Ford, United Nations.

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...

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