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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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youthquake

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

brand awareness

The degree to which a defined audience can identify a brand, as well as their familiarity with its unique promise and other messaging.

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...

acronym names

Names created by abbreviating two or more words, ideas or names.  Either pronounced letter-by-letter or as a word. Examples include IBM (International Business Machines), H&M (Hennes & Maur...

X-channel

Or cross channel, refers to the integration of various marketing channels, such as social media, email, mobile, and web, to create a seamless and consistent brand experience for customers a...

awareness

The degree of recognition and understanding of a brand within a defined audience.

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