customer relationship management (CRM)

mission

brand equity protection

Strategies and security measures applied to safeguard brand equity. Includes measures that reduce potential risks and/or liabilities from acts of counterfeit, theft, fraud, etc. If insuffic...

slogan

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,...

transcreation

A compound of "translation" and "creation", it’s the process of adapting a message from one language to another, while maintaining its intent, style, tone, and context. An effective transcr...

word of mouth (WOM)

Organic conversation about a product or brand that spontaneously occurs between individuals. Positive WOM is actively encouraged by brand builders as it’s potentially the most effective for...