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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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co-branding

The process of two or more brands endorsing a product or service. It usually occurs when the brands have similar values and goals, and can benefit from cooperating. Co-branding can help bot...

descriptive names

Names that describe the function of the product or service. Examples: Pizza Hut, China Mobile, General Motors. These names require little thought from an audience. While they add value at t...

colour system

A system for representing colours consistently. A colour system such as RGB has a limited number of colours, while one such as CMKY has an infinite number of colours.

out of home (OOH)

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

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.

brand awareness

The degree to which a defined audience can identify a brand, as well as their familiarity with its unique promise and other messaging.

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