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Brand building glossary

key performance indicators (KPI)

The range of qualitative, quantitative, objective and subjective metrics indicating degree of success. In a branding context, this can include volume or value of market share, perceived awareness and return on investment.

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creative brief

The document that informs the creative team about the requirements, objectives and deliverables for a creative initiative. The Stepworks Creative Brief Engine is an interactive tool that st...

brand promise

The unique proposition/benefit/value the brand promises to deliver to its audiences. This statement asserts what people can expect from it. Fulfilling promises builds a stronger reputation...

youthquake

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

reach

An estimation of the number of customers exposed to a brand or communications initiative, such as an advertising campaignitem. In recent years reach has been misguidedly criticised for bein...

trademark

Intellectual property that identifies an asset as originating from a particular legally-recognised source.

sonic branding

The use of music and other sounds to help brands build distinctive, relevant and favourable memory structures that engage audiences. Also called audio branding.

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