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brand positioning

The locating of a brand among defined competitors and/or in people’s minds to ensure distinction, and relevance to stakeholders. The positioning includes real competitive differences as wel...

ethical positioning index (EPI)

A measure of how a company's ethical and social policies and practises compare to those of its competitors. The rating is based on brand positioning as well as ethical variables.

compound names

Names that combine two or more words or ideas. Examples include Microsoft (microcomputer + software), Netflix (net + flicks), Walmart (Walter + mart). Also called portmanteau words.

inbound marketing

A technique for attracting customers to products and services via content marketing, social media marketing, search engine optimization and branding.

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...

mission

A statement describing what an organisation does to move towards its long-term vision. In brand building, an effective mission statement should give teams direction while remaining clear en...