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Brand building glossary

logo

A graphic, symbol or wordmark that represents an organisation, product or service, typically applied to enable identification and promote awareness.

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viral marketing

A type of marketing where products or promotions are rapidly shared among customers.

brand earnings

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

unique selling point/proposition (USP)

The specific reason a product, service or brand gives people to choose it over alternatives. A USP is strongest when it is relevant to the audience, credible for the brand and distinct from...

positioning phrase

Also known as tagline and slogan. This brief but important message is often placed near a logo. It may be viewed as the mental gateway to a brand, and will appear prominently at multiple au...

tactics

The details of how the strategy will be executed. Not to be confused with the strategy itself.

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