See other terms

fast moving consumer goods (FMCG)

These products are sold quickly at a relatively low cost. Examples include non-durable household goods such as packaged foods, beverages, toiletries, confectionery, cosmetics, over-the-coun...

brand gap

The dissonance created by misalignment of a brand's promise and reality. An effective brand strategy aligns what is promised with what is delivered.

communications

The planned use of messages and channels to reach audiences and influence understanding, perception or behaviour. In a brand context, communications encompass advertising, PR, websites, soc...

distinction

A distinctive quality, such as a unique feature, mnemonic or promise, increase the memorability of a brand. This brand recognition raises the likelihood of choice at the point of sale. Dist...

brand voice

The distinctive way a brand uses language to express its personality and build recognition. Brand voice guides how the brand sounds across websites, campaigns, social media, sales materials...

brand touchpoints

Any point where the customer comes into contact with the brand, offering an opportunity to influence their perception/behaviour. Examples include POS, help desks, websites, social media and...