focus group

mission

brand discovery

An investigation into a brand intended to determine its current status across various dimensions. The process often involves a brand audit, interviews with key stakeholders, and various for...

zombie brand

A brand that is no longer relevant or successful, but continues to exist in a kind of undead state, marketed and sold through aggressive advertising or other tactics. These brands may strug...

brand hierarchy

A corporate ranking of various brand assets according to a strategically defined order. Typically presented as an org chart, the brand hierarchy often aims to differentiate the individual s...

buzz

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

brand extension

Applying an existing, usually successful, brand to a new offering. This can add positive equity to the new brand, but risks diluting the essence of the existing brand.