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Brand building glossary

trademark

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

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motion graphics

Animated graphic design content or video footage which creates the illusion of movement. The term is often used to differentiate from (stationary) graphic design. Motion graphics often feat...

SEO

Search Engine Optimisation is the process of developing content that supports a high web page ranking by search engines such as Google.  

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 alignment

A strategic exercise aimed at addressing an organisational issue through branding. Effective organisations align business strategy and brand strategy. Also called brand refresh, brand revam...

above-the-line (ATL)

Traditionally this referred to mass media communication channels, including television, radio, print, low CPM digital banner ads and out-of-home media. These channels are useful for reachin...

market leader

The brand with the largest market share in a certain industry.

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