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brand DNA

The core idea a brand seeks to be associated with in the mind of an observer. This idea is developed through a brand building methodology.

brand value

The net value of the cash flows that can be attributed to the brand dimension of an offering. An intangible asset of a business that helps to make up the difference between a company’s book...

visual identity

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

market share

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

zombie brand

A brand that is no longer relevant or successful, but continues to exist in a kind of undead state, marketed and sold through aggressive advertising or other tactics. These brands may strug...

marketing

The discipline of creating awareness and desire to influence behaviour of a target audience towards a specific outcome, such as sales, sign-ups, or change of lifestyle habits, opinions, per...