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Brand building glossary

distinction

A distinctive quality, such as a unique feature, mnemonic or promise, increase the memorability of a brand. This brand recognition raises the likelihood of choice at the point of sale.

Distinctiveness combined with availability leads to growth in sales.

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market leader

The brand with the largest market share in a certain industry.

unique selling point/proposition (USP)

The specific reason a product, service or brand gives people to choose it over alternatives. A USP is strongest when it is relevant to the audience, credible for the brand and distinct from...

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.

sub-brand

A strategy of developing one or more branded offerings that are different from, but related to, another branded product or service. Often applied to leverage existing brand value into anoth...

brand alignment

A strategic exercise aimed at addressing an organisational issue through branding. Effective organisations align business strategy and brand strategy. Also called brand refresh, brand revam...

zag

A differentiating idea that drives a charismatic brand, resulting in a disruptive innovation that yields a competitive advantage.

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