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business strategy

The overall plan an organisation uses to achieve its goals and compete effectively. Brand strategy supports business strategy by shaping how people understand, remember and choose the organ...

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...

market segment

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

monolithic branding

A branded house strategy built around a single, unified idea. Often applied to achieve consistency and economies of scale. Examples include Google, FEDEX, GE.

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 positioning

The locating of a brand among defined competitors and/or in people’s minds to ensure distinction, and relevance to stakeholders. The positioning includes real competitive differences as wel...