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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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brand revitalisation

A brand alignment with an added focus on modernising an outdated corporate identity.

mass marketing

The process of targeting large populations with messages tailored for broad appeal through channels with a wide reach.

X-channel

Or cross channel, refers to the integration of various marketing channels, such as social media, email, mobile, and web, to create a seamless and consistent brand experience for customers a...

core compentencies

The skills and knowledge that allows an organisation to create value for its stakeholders. These competencies vary, and can include activities such as product design, marketing, operations,...

hygiene factors

Attributes (eg. professional, honest) that are expected for a business or service, and which won’t contribute to a brand’s distinctiveness.

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