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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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mass marketing

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

demographics

Statistical data relating to a population and groups within it. Metrics include location, age, gender, income, race and other.

brand assets

Elements that audiences associate with a brand ranging from but not limited to: the logo, colour palette, typography and image style. These all form the visual identity of the brand and sha...

market position

A company's place in the market in relation to its competitors. Position can be ranked by various factors.

top-of-mind

Refers to the presence of a particular brand in the consumer's mind when asked to name brands in a product category. To attain this position, a brand needs a large share of voice in its cat...

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