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brand equity

The intangible value of a brand relative to how recognisable it is, derived from aggregated stakeholder opinions. Not to be confused with brand value, the economic worth of a brand.

brand management

The discipline of developing or maintaining a brand through planning, strategy, execution and metrics to achieve business objectives.

customer relationship management (CRM)

The process of managing a brand's interactions with current and potential customers, typically involving the use of software to track and manage customer data and interactions.

brand strategist

A person whose role is to originate and develop a brand strategy to help an organisation achieve its goals. Strategists use research techniques and methodologies to generate insights that i...

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...

icon

In the digital world, a small graphic image representing an action, item, function or similar concept. Icons support viewer understanding and can be customised to build brand awareness and...