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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 promise

The unique proposition/benefit/value the brand promises to deliver to its audiences. This statement asserts what people can expect from it. Fulfilling promises builds a stronger reputation...

corporate values

The set of principles and beliefs that guide the behaviour and decision-making of an organisation. These values typically encompass the organisation's mission, vision, and culture, and are...

market position

A company's place in the market in relation to its competitors. Position can be ranked by various factors.

below-the-line (BTL)

Traditionally, tightly targeted marketing activities that run outside mass media channels. Includes PR campaigns, direct marketing, promotions, events, sponsorship, and digital channels inc...

demographics

Statistical data relating to a population and groups within it. Metrics include location, age, gender, income, race and other.

brand building

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

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