symbol

ethical positioning index (EPI)

A measure of how a company's ethical and social policies and practises compare to those of its competitors. The rating is based on brand positioning as well as ethical variables.

brand management

The discipline of developing or maintaining a brand through planning, strategy, execution and metrics to achieve business objectives.

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...

X factor

A unique or special quality that sets a product, service, or brand apart from its competitors, for example a distinctive design, a compelling marketing campaign, or a unique value propositi...

brand refresh

qualitative research

A market research methodology that aims to understand human behaviour in a market context by observing interactions with sample audiences.