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Brand building glossary

slogan

A short line used to express or reinforce a brand idea, campaign message or offer. Slogans are often used in advertising, while longer-term brand lines are better understood as positioning phrases – a brief line of text that positions the brand in the mind of its audience, and/or among peers.

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cultural statement

A formal declaration that outlines the values, beliefs, practices, and behaviours expected of employees within an organisation. This statement typically reflects the organisation’s mission,...

brand awareness

The degree to which a defined audience can identify a brand, as well as their familiarity with its unique promise and other messaging.

awareness

The degree of recognition and understanding of a brand within a defined audience.

segmentation

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

descriptive names

Names that describe the function of the product or service. Examples: Pizza Hut, China Mobile, General Motors. These names require little thought from an audience. While they add value at t...

positioning phrase

Also known as tagline and slogan. This brief but important message is often placed near a logo. It may be viewed as the mental gateway to a brand, and will appear prominently at multiple au...

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