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Brand building glossary

cost per thousand impressions (CPM)

How much advertisers pay for every thousand ads displayed. (CPM stands for cost per mille – mille being Latin for thousand.)

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out of home (OOH)

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

brand manager

The role responsible for developing and executing a marketing plan for a branded product or service.

brand strategy

The intentional overarching approach that defines what, when and how to communicate, to advance the operational strategy and objectives of an organisation, or the marketing of a commodity o...

endorsed brand

A strategy involving the explicit support of one brand by another, or by an organisation, celebrity or other entity.

communications

The planned use of messages and channels to reach audiences and influence understanding, perception or behaviour. In a brand context, communications encompass advertising, PR, websites, soc...

brand preference

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

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