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Brand building glossary

logotype

A consistent typographical design used to represent the name of an organisation, product or service (as opposed to a graphic symbol). The name can get a graphic treatment such as customised font or letter forms for a unique brand identity. Coca-Cola, FedEx and Samsung are examples of logotypes. Also called a wordmark.

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private label

A private label, (also called a private brand or private-label brand), is a brand owned by a retailer, offered alongside, and competing with, brands from other businesses.

brand earnings

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

messaging framework

A structured approach to articulating the central messages of a brand prior to amplification in various channels. The messaging framework may include a brand strategy, brand model with prom...

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...

brand ambassadors

Key people who promote a brand because they believe in it, or are paid to promote it, or both. These people typically have leadership qualities and are enthusiastic about what the brand and...

employer branding

Activity that enhances the perceived value of an organisation to employees and employment candidates.

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Browse the glossary by first letter to find related branding, marketing and business language.

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