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Brand building glossary

fast moving consumer goods (FMCG)

These products are sold quickly at a relatively low cost. Examples include non-durable household goods such as packaged foods, beverages, toiletries, confectionery, cosmetics, over-the-counter drugs, dry goods, and other consumables. Also known as consumer packaged goods (CPG) and consumer staples.

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buzz

Marketing term for the information cascade that occurs when people decide a product, service or organisation is worth talking about or interacting with.

employer branding

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

on/off-brand

The degree of correctness of the expression or action of a brand and its desired perception in people’s minds.

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. Dist...

brand gap

The dissonance created by misalignment of a brand's promise and reality. An effective brand strategy aligns what is promised with what is delivered.

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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