See other terms

tagline

A common though imprecise term for a line of text in a prominent position, such as fixed under a logo to reinforce a company’s brand.

touchpoint

Any instance of personal interaction that offers a brand an opportunity to build a relationship. Each touchpoint should leave a lasting positive impression. Common examples include websites...

below-the-line (BTL)

Traditionally, tightly targeted marketing activities that run outside mass media channels. Includes PR campaigns, direct marketing, promotions, events, sponsorship, and digital channels inc...

messaging framework

A structured approach to articulating the central messages of a brand prior to amplification in various channels. The messaging framework may include a brand strategy, brand model with prom...

brand identity

A brand identity is the totality of elements that identify and distinguish a brand in people’s minds. These elements include (but aren’t limited to) the logo, colours, typography, images, m...

generic brand

Generally competing on price, a generic brand presents a product as a commodity. It does not seek the advantages branding offers, such as reputation, recognition and recall.