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Brand building glossary

repositioning

The process of evaluating and potentially adjusting core aspects of a brand to achieve the objectives of a particular marketing strategy.

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demographics

Statistical data relating to a population and groups within it. Metrics include location, age, gender, income, race and other.

generic brand

Generally competing on price, a generic brand presents a product as a commodity. It does not seek the advantages branding offers, such as reputation, recognition and recall.

customer experience (CX)

The overall experience the customer undergoes when interacting with a product, service, organisation or brand. This experience is generally formed from contact with brand touchpoints.

brand alignment

A strategic exercise aimed at addressing an organisational issue through branding. Effective organisations align business strategy and brand strategy. Also called brand refresh, brand revam...

rebranding

The strategy of adjusting the brand image of an organisation or other offering to change or maintain stakeholder perceptions.  Rebranding involves brand strategy, name, design, digital and...

brand building

Activities that increase the value of a brand. These include branding and marketing communications.

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