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Brand building glossary

sales enablement

The process of providing sales teams with appropriate knowledge and support tools to engage prospects and sell effectively.

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reach

An estimation of the number of customers exposed to a brand or communications initiative, such as an advertising campaignitem. In recent years reach has been misguidedly criticised for bein...

customer relationship management (CRM)

The process of managing a brand's interactions with current and potential customers, typically involving the use of software to track and manage customer data and interactions.

brand revitalisation

A brand alignment with an added focus on modernising an outdated corporate identity.

market leader

The brand with the largest market share in a certain industry.

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.

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