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Brand building glossary

mission

A statement describing what an organisation does to move towards its long-term vision. In brand building, an effective mission statement should give teams direction while remaining clear enough to inform external communication.

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freestanding brand

A brand that nominally exists as an independent entity. For example, Proctor & Gamble’s freestanding brands include Gillette, Pringles and Pampers.

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.

youthquake

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

headline

A line of text in a prominent position, such as in an advertisement, or located at the top of a webpage or editorial story, applied to summarise the content and attract readership.

symbol

An image or object that represents an idea, value, or concept. They are often used in branding to create a visual identity for a company or product. Examples include the Nike swoosh, the Ap...

brand revitalisation

A brand alignment with an added focus on modernising an outdated corporate identity.

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