See other terms

customer experience (CX)

The overall experience the customer undergoes when interacting with a product, service, organisation or brand. This experience is generally formed from contact with brand touchpoints.

brand ambassadors

Key people who promote a brand because they believe in it, or are paid to promote it, or both. These people typically have leadership qualities and are enthusiastic about what the brand and...

generic name

A term used to describe a type of product or service typically not protected by a trademark. For example, “escalator” was trademarked by Otis Elevators but now is referred to by any such de...

tone of voice

A brand’s own unique way of communicating its personality through language to get noticed, remembered and recognised. Tone of voice is a part of the brand identity. Tone of voice parameters...

corporate values

The set of principles and beliefs that guide the behaviour and decision-making of an organisation. These values typically encompass the organisation's mission, vision, and culture, and are...

corporate social responsibility (CSR)

An evolving approach to self-regulation of a business that aims to develop positive corporate citizenship. Includes internal initiatives that aim to reduce or eliminate practices that have...