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Brand building glossary

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.

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inbound marketing

A technique for attracting customers to products and services via content marketing, social media marketing, search engine optimization and branding.

fast moving consumer goods (FMCG)

These products are sold quickly at a relatively low cost. Examples include non-durable household goods such as packaged foods, beverages, toiletries, confectionery, cosmetics, over-the-coun...

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...

typographic system

A system of fonts and typographic standards that can be applied to express a brand consistently across different applications and channels. Often included in brand guidelines.

awareness

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

visual identity

A term that specifies the elements of a brand that can be perceived through sight within the wider context of brand identity.

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