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Brand building glossary

freestanding brand

A brand that nominally exists as an independent entity. For example, Proctor & Gamble’s freestanding brands include Gillette, Pringles and Pampers.

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robots.txt

A text file placed in a website directory that directs search engine robots (spiders and crawlers) which pages to index and which to omit.

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 ambassadors

Key people who promote a brand because they believe in it, or are paid to promote it, or both. These people typically have leadership qualities and are enthusiastic about what the brand and...

market segment

A group of potential customers sharing a common need or want that a company can target as a mass.

evocative names

Non-obvious names that evoke an association with the product or service, or emotion connected with the brand. These are generally more effective because they are more distinctive, and are t...

endorsed brand

A strategy involving the explicit support of one brand by another, or by an organisation, celebrity or other entity.

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