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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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market share

The percentage of a market (an industry, or a specific market segment) that is controlled by a particular company or product.

copywriter

The individual responsible for originating marketing messages.

brand associations

What people believe, feel and understand about a brand derived from their positive or negative experiences with its products or services.

core compentencies

The skills and knowledge that allows an organisation to create value for its stakeholders. These competencies vary, and can include activities such as product design, marketing, operations,...

coined names

Names that didn’t previously exist before being created and defined by an individual or team. Examples include Coca-Cola, Google, meme, and the World Wide Web.

mission, vision, values statements

These interconnected ideas are part of the Balanced Scorecard (BSC) methodology formally applied by many global organisations. In that context these statements clarify the organisation’s ai...

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