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mass marketing

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

out of home (OOH)

Mass media outside the home, typically visible to the general public. Includes billboards, signage, hoardings, public transport.

rebranding

The strategy of adjusting the brand image of an organisation or other offering to change or maintain stakeholder perceptions. Rebranding involves brand strategy, name, design, digital and...

brand marketing

The strategy of developing and growing a relationship between a brand and its stakeholders over time. Objectives include encouraging preference, enhancing reputation and positively affectin...

sonic branding

The use of music and other sounds to help brands build distinctive, relevant and favourable memory structures that engage audiences. Also called audio branding.

brand hierarchy

A corporate ranking of various brand assets according to a strategically defined order. Typically presented as an org chart, the brand hierarchy often aims to differentiate the individual s...