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Brand building glossary

multi brand strategy / multiple branding

A house of brands strategy targeting multiple marketing segments with multiple brands. Examples include Nestle, L'Oreal, Meta.

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corporate values

The set of principles and beliefs that guide the behaviour and decision-making of an organisation. These values typically encompass the organisation's mission, vision, and culture, and are...

quantitative research

A market research methodology that aims to understand human behaviour through collection and analysis of data.

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.

brand equity

The intangible value of a brand relative to how recognisable it is, derived from aggregated stakeholder opinions. Not to be confused with brand value, the economic worth of a brand.

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.

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...

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