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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 strategy

The intentional overarching approach that defines what, when and how to communicate, to advance the operational strategy and objectives of an organisation, or the marketing of a commodity o...

brand value proposition

The clear benefit or value a brand promises to deliver to its audiences. A strong value proposition helps people understand why the brand matters and why they should choose it. The value pr...

buzz

Marketing term for the information cascade that occurs when people decide a product, service or organisation is worth talking about or interacting with.

consumer staples

Everyday consumer products that are bought frequently and usually at relatively low cost. Examples include packaged food, drinks, toiletries, household goods, cosmetics and other fast-movin...

word of mouth (WOM)

Organic conversation about a product or brand that spontaneously occurs between individuals. Positive WOM is actively encouraged by brand builders as it’s potentially the most effective for...

freestanding brand

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

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