share of mind

brand

For organisations, brand is synonymous with reputation. A strong brand is the equivalent to a strong reputation. Reputation is built in multiple dimensions, and is reflected in brand messag...

business strategy

intellectual property (IP)

Ownership of ideas, concepts and content. An important dimension to brand building is staking out legal ownership of valuable trademarks and copyrights.

brand model

A concise document that serves as a framework for brand building by defining key messages. It explains the brand’s purpose, positioning, promise, personality and DNA. The brand model works...

mass marketing

The process of targeting large populations with messages tailored for broad appeal through channels with a wide reach.

market share

The percentage of a market (an industry, or a specific market segment) that is controlled by a particular company or product.