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Brand building glossary

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 recognition.

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repositioning

The process of evaluating and potentially adjusting core aspects of a brand to achieve the objectives of a particular marketing strategy.

viral marketing

A type of marketing where products or promotions are rapidly shared among customers.

copywriter

The individual responsible for originating marketing messages.

branding agency

A consultant specialising in devising, designing and developing brands. Clients are typically businesses or organisations that seek a competitive advantage from branding but don’t maintain...

corporate culture

The shared values, beliefs, attitudes, behaviours, and practices that characterise an organisation and shape its internal and external interactions. Corporate culture plays a critical role...

tactics

The details of how the strategy will be executed. Not to be confused with the strategy itself.

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