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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 manual

A published guide that explains how a brand should be applied. It typically covers the brand idea, logo, colour palette, typography, imagery, tone of voice and usage rules so teams can crea...

brand salience

The degree to which a brand sticks out to be recognized among competitors and recalled by its intended audience.

robots

Brands increasingly have to appeal to digital agents in addition to people. Search engines dispatch robots (“bots”, “spiders” or “crawlers”) that visit websites, read and classify the conte...

qualitative research

A market research methodology that aims to understand human behaviour in a market context by observing interactions with sample audiences.

marketing

The discipline of creating awareness and desire to influence behaviour of a target audience towards a specific outcome, such as sales, sign-ups, or change of lifestyle habits, opinions, per...

youthquake

A significant cultural, social, or political shift driven by young people affecting consumer preferences.

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