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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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brand preference

A strong preference for one brand over another, typically demonstrated by purchasing habits.

through-the-line (TTL)

A combination of above- and below-the-line marketing. Through-the-line is increasing in popularity and effectiveness, as ‘line’ definitions become more blurred from communications channels...

private label

A private label, (also called a private brand or private-label brand), is a brand owned by a retailer, offered alongside, and competing with, brands from other businesses.

typographic system

A system of fonts and typographic standards that can be applied to express a brand consistently across different applications and channels. Often included in brand guidelines.

content management system (CMS)

A digital application or platform that enables website content to be managed effectively. Wordpress is the most popular example.

demographics

Statistical data relating to a population and groups within it. Metrics include location, age, gender, income, race and other.

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