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distinction

A distinctive quality, such as a unique feature, mnemonic or promise, increase the memorability of a brand. This brand recognition raises the likelihood of choice at the point of sale. Dist...

brand essence

The core message of a brand, usually in a short, simple phrase of one to five words.

above-the-line (ATL)

Traditionally this referred to mass media communication channels, including television, radio, print, low CPM digital banner ads and out-of-home media. These channels are useful for reachin...

brand salience

The degree to which a brand sticks out to be recognized among competitors and recalled by its intended audience.

brand associations

What people believe, feel and understand about a brand derived from their positive or negative experiences with its products or services.

brand audit

A research initiative designed to obtain an understanding about the reality of a brand. It explores and identifies the brand's, and competitors, current positioning in the market. It typica...