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Brand building glossary

robots

Brands increasingly have to appeal to digital agents in addition to people. Search engines dispatch robots (“bots”, “spiders” or “crawlers”) that visit websites, read and classify the content, then rate its relevance. Websites can be written and coded to help ensure pages rank highly in search engines.

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employer branding

Activity that enhances the perceived value of an organisation to employees and employment candidates.

brand

For organisations, brand is synonymous with reputation. A strong brand is the equivalent to a strong reputation. Reputation is built in multiple dimensions, and is reflected in brand messag...

experiential names

A name designed to convey the customer or user experience in some way. Experiential names can be created through wordplay or alliteration, and may have a sensory component. Examples include...

private label

A private label, (also called a private brand or private-label brand), is a brand owned by a retailer, offered alongside, and competing with, brands from other businesses.

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...

SEO

Search Engine Optimisation is the process of developing content that supports a high web page ranking by search engines such as Google.  

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