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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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brand audit

A research initiative designed to obtain an understanding about the reality of a brand. It explores and identifies the brand's, and competitors, current positioning in the market. It typica...

SEO

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

customer experience (CX)

The overall experience the customer undergoes when interacting with a product, service, organisation or brand. This experience is generally formed from contact with brand touchpoints.

hygiene factors

Attributes (eg. professional, honest) that are expected for a business or service, and which won’t contribute to a brand’s distinctiveness.

X factor

A unique or special quality that sets a product, service, or brand apart from its competitors, for example a distinctive design, a compelling marketing campaign, or a unique value propositi...

brand licensing

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

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