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Brand building glossary

segmentation

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

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employer branding

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

invented names

An original name created for a brand, company, or product, with no other linguistic definition. Examples: Accenture, Kodak, Xerox.

brand function

The practical role of the brand. For example, how a product, service or organisation might be described on a government form.

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...

creative direction

In brand building, the process of ensuring a creative team’s output is aligned with a company’s brand identity, business strategy and tactical objectives.

brand revitalisation

A brand alignment with an added focus on modernising an outdated corporate identity.

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