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share of mind

A metric devised to gauge the degree a particular brand is available unprompted in audiences’ minds compared to competitors.

endorsed brand

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

mass marketing

The process of targeting large populations with messages tailored for broad appeal through channels with a wide reach.

copywriter

The individual responsible for originating marketing messages.

brand earnings

The cash inflow based on brand alone. Often a challenge to calculate, but several formulas can be applied.

evocative names

Non-obvious names that evoke an association with the product or service, or emotion connected with the brand. These are generally more effective because they are more distinctive, and are t...

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