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messaging

A communication strategy using language and writing to build perceptions in an audience’s mind. Messaging is used to tell stories, make value propositions, influence decision making, and di...

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...

freestanding brand

A brand that nominally exists as an independent entity. For example, Proctor & Gamble’s freestanding brands include Gillette, Pringles and Pampers.

compound names

Names that combine two or more words or ideas. Examples include Microsoft (microcomputer + software), Netflix (net + flicks), Walmart (Walter + mart). Also called portmanteau words.

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...

marketing communications (marcomms)

The use of different marketing channels and tools in combination. Marketing communications are how an organisation brings a message to its desired market, or the market in general. Examples...