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Brand building glossary

infographic

A diagram or flowchart with captions and illustrations that makes a complex process or mental journey easier to understand.

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freestanding brand

A brand that nominally exists as an independent entity. For example, Proctor & Gamble’s freestanding brands include Gillette, Pringles and Pampers.

youthquake

A significant cultural, social, or political shift driven by young people affecting consumer preferences.

differentiation

A trait traditionally thought of as an important business advantage. However, newer research shows that distinctiveness, not differentiation, is more likely to lead to a sale. Exceptions in...

audio branding

The use of sound, music, voice and other audio cues to make a brand easier to recognise and remember. Audio branding can include sonic logos, product sounds, hold music, voice treatments an...

transcreation

A compound of "translation" and "creation", it’s the process of adapting a message from one language to another, while maintaining its intent, style, tone, and context. An effective transcr...

endorsed brand

A strategy involving the explicit support of one brand by another, or by an organisation, celebrity or other entity.

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