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Brand building glossary

creative direction

In brand building, the process of ensuring a creative team’s output is aligned with a company’s brand identity, business strategy and tactical objectives.

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brand ambassadors

Key people who promote a brand because they believe in it, or are paid to promote it, or both. These people typically have leadership qualities and are enthusiastic about what the brand and...

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,...

qualitative research

A market research methodology that aims to understand human behaviour in a market context by observing interactions with sample audiences.

market segment

A group of potential customers sharing a common need or want that a company can target as a mass.

experiential names

A name designed to convey the customer or user experience in some way. Experiential names can be created through wordplay or alliteration, and may have a sensory component. Examples include...

youthquake

A significant cultural, social, or political shift driven by young people affecting consumer preferences.

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