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Brand building glossary

freemium

A portmanteau of “free” and “premium”. A business model in which a brand offers a basic product or service for free, while charging for premium features or services.

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brand manager

The role responsible for developing and executing a marketing plan for a branded product or service.

out of home (OOH)

Mass media outside the home, typically visible to the general public. Includes billboards, signage, hoardings, public transport.

theory of change

A methodology applied primarily by philanthropy, not-for-profit and government organisations to plan, evaluate and promote long-term social change. Theory of change has a strong influence o...

brand preference

A strong preference for one brand over another, typically demonstrated by purchasing habits.

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 associations

What people believe, feel and understand about a brand derived from their positive or negative experiences with its products or services.

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