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Brand building glossary

quantitative research

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

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brand experience

The impression engagement with a brand creates in the mind of a stakeholder. These vary from calculated and targeted experiences such as retail environments, advertisements, websites as wel...

hygiene factors

Attributes (eg. professional, honest) that are expected for a business or service, and which won’t contribute to a brand’s distinctiveness.

creative brief

The document that informs the creative team about the requirements, objectives and deliverables for a creative initiative. The Stepworks Creative Brief Engine is an interactive tool that st...

on/off-brand

The degree of correctness of the expression or action of a brand and its desired perception in people’s minds.

share of mind

A metric devised to gauge the degree a particular brand is available unprompted in audiences’ minds compared to competitors.

copywriter

The individual responsible for originating marketing messages.

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