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brand

For organisations, brand is synonymous with reputation. A strong brand is the equivalent to a strong reputation. Reputation is built in multiple dimensions, and is reflected in brand messag...

symbol

An image or object that represents an idea, value, or concept. They are often used in branding to create a visual identity for a company or product. Examples include the Nike swoosh, the Ap...

top-of-mind

Refers to the presence of a particular brand in the consumer's mind when asked to name brands in a product category. To attain this position, a brand needs a large share of voice in its cat...

brand strategy

The intentional overarching approach that defines what, when and how to communicate, to advance the operational strategy and objectives of an organisation, or the marketing of a commodity o...

brand archetype(s)

A group of twelve personality archetypes based on categories defined by Swiss psychiatrist Carl Jung: the ruler, the artist / creator, the caregiver, the innocent, the sage, the explorer, t...

affinity marketing

A strategy of associating a brand with charities, sport or entertainment events through sponsorships or partnerships to develop reach and create positive impressions among wider audiences.