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Brand building glossary

tagline

A common though imprecise term for a line of text in a prominent position, such as fixed under a logo to reinforce a company’s brand.

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brand loyalty

The degree of a individual's positive feelings towards a brand, and dedication to purchasing its products and/or services repeatedly, regardless of deficiencies, competitor actions, or chan...

qualitative research

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

corporate citizen

The recognition that a corporation has a wider effect on society, and its obligations to society go beyond minimum regulatory compliance and generating profits for shareholders. In many sec...

brand personality

A distinctive collection of human characteristics applied to a brand with the aim to produce a consistent experience that resonates with an audience. These traits align how a brand looks, s...

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.

trademark

Intellectual property that identifies an asset as originating from a particular legally-recognised source.

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