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Brand building glossary

monogram

A logo design composed of initial letters. Examples include Louis Vuitton, HP, General Electric.

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brand model

A concise document that serves as a framework for brand building by defining key messages. It explains the brand’s purpose, positioning, promise, personality and DNA. The brand model works...

out of home (OOH)

Mass media outside the home, typically visible to the general public. Includes billboards, signage, hoardings, public transport.

theory of change

A methodology applied primarily by philanthropy, not-for-profit and government organisations to plan, evaluate and promote long-term social change. Theory of change has a strong influence o...

market position

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

brand purpose

A declaration of an organisation’s reason for being. It expresses why the brand matters and how it benefits the wider world. It communicates an organisation’s fundamental belief and goal th...

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

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