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Brand building glossary

transcreation

A compound of "translation" and "creation", it’s the process of adapting a message from one language to another, while maintaining its intent, style, tone, and context. An effective transcreated message evokes the same emotions and carries the same implications in the target language as it does in the source language.

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through-the-line (TTL)

A combination of above- and below-the-line marketing. Through-the-line is increasing in popularity and effectiveness, as ‘line’ definitions become more blurred from communications channels...

brand equity

The intangible value of a brand relative to how recognisable it is, derived from aggregated stakeholder opinions. Not to be confused with brand value, the economic worth of a brand.

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...

awareness

The degree of recognition and understanding of a brand within a defined audience.

brand voice

The distinctive way a brand uses language to express its personality and build recognition. Brand voice guides how the brand sounds across websites, campaigns, social media, sales materials...

youthquake

A significant cultural, social, or political shift driven by young people affecting consumer preferences.

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