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Brand building glossary

employer branding

Activity that enhances the perceived value of an organisation to employees and employment candidates.

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masterbrand

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

brand model

A concise document that serves as a framework for brand building by defining key messages. It explains the brand’s purpose, positioning, promise, personality and DNA. The brand model works...

values

The principles and behaviours an organisation expects its people to uphold. Values help guide decisions, culture, communication and recruitment. Values are effective when they are specific,...

design director

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

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...

SEO

Search Engine Optimisation is the process of developing content that supports a high web page ranking by search engines such as Google.  

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