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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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market share

The percentage of a market (an industry, or a specific market segment) that is controlled by a particular company or product.

brand marketing

The strategy of developing and growing a relationship between a brand and its stakeholders over time. Objectives include encouraging preference, enhancing reputation and positively affectin...

through-the-line (TTL)

A combination of above- and below-the-line marketing. Through-the-line is increasing in popularity and effectiveness, as ‘line’ definitions become more blurred from communications channels...

mass marketing

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

brand preference

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

branding agency

A consultant specialising in devising, designing and developing brands. Clients are typically businesses or organisations that seek a competitive advantage from branding but don’t maintain...

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