corporate social responsibility (CSR)

functional names

reach

An estimation of the number of customers exposed to a brand or communications initiative, such as an advertising campaignitem. In recent years reach has been misguidedly criticised for bein...

market position

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

strategy

The intentional overarching approach an organisation takes to outperform rivals. Usually by offering something no one else can sustainably offer, by doing what everyone else does but cheape...

masterbrand

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

visual identity

A term that specifies the elements of a brand that can be perceived through sight within the wider context of brand identity.