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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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market segment

A group of potential customers sharing a common need or want that a company can target as a mass.

copywriter

The individual responsible for originating marketing messages.

above-the-line (ATL)

Traditionally this referred to mass media communication channels, including television, radio, print, low CPM digital banner ads and out-of-home media. These channels are useful for reachin...

touchpoint

Any instance of personal interaction that offers a brand an opportunity to build a relationship. Each touchpoint should leave a lasting positive impression. Common examples include websites...

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...

brand function

The practical role of the brand. For example, how a product, service or organisation might be described on a government form.

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Browse the glossary by first letter to find related branding, marketing and business language.

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