See other terms

focus group

A research process used to gather qualitative data about a target market or consumer segment. A moderator leads a small group of participants through a discussion about a product, service,...

naming

The methodology of creating, identifying and assigning names to companies, products and services for competitive advantage. Effective naming helps communicate a branded offering’s features,...

hygiene factors

Attributes (eg. professional, honest) that are expected for a business or service, and which won’t contribute to a brand’s distinctiveness.

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.

marketing

The discipline of creating awareness and desire to influence behaviour of a target audience towards a specific outcome, such as sales, sign-ups, or change of lifestyle habits, opinions, per...

above-the-line (ATL)

Traditionally this referred to mass media communication channels, including television, radio, print, low CPM digital banner ads and out-of-home media. These channels are useful for reachin...