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Brand building glossary

design director

The individual in a branding agency responsible for ensuring a creative team’s design proposals answer the creative brief.

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brand licensing

The sale of usage rights by a brand owner to a third party, often involving fee or royalties.

tactics

The details of how the strategy will be executed. Not to be confused with the strategy itself.

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...

theory of change

A methodology applied primarily by philanthropy, not-for-profit and government organisations to plan, evaluate and promote long-term social change. Theory of change has a strong influence o...

masterbrand

The dominant brand attached to an organisation's products and/or services. Examples include Virgin, Ford, United Nations.

copy

Text ready for publication or review. The term originated when a newspaper writer would pass a completed piece to the editor with the instruction to “copy” (reproduce) it.

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Browse the glossary by first letter to find related branding, marketing and business language.

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