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Brand building glossary

segmentation

Tactical division of audiences and markets into groups with defined characteristics.

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brand equity protection

Strategies and security measures applied to safeguard brand equity. Includes measures that reduce potential risks and/or liabilities from acts of counterfeit, theft, fraud, etc. If insuffic...

transcreation

A compound of "translation" and "creation", it’s the process of adapting a message from one language to another, while maintaining its intent, style, tone, and context. An effective transcr...

brand revitalisation

A brand alignment with an added focus on modernising an outdated corporate identity.

market segment

A group of potential customers sharing a common need or want that a company can target as a mass.

brand associations

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

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