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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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differentiation

A trait traditionally thought of as an important business advantage. However, newer research shows that distinctiveness, not differentiation, is more likely to lead to a sale. Exceptions in...

generic brand

Generally competing on price, a generic brand presents a product as a commodity. It does not seek the advantages branding offers, such as reputation, recognition and recall.

values

The principles and behaviours an organisation expects its people to uphold. Values help guide decisions, culture, communication and recruitment. Values are effective when they are specific,...

employer branding

Activity that enhances the perceived value of an organisation to employees and employment candidates.

viral marketing

A type of marketing where products or promotions are rapidly shared among customers.

brand essence

The core message of a brand, usually in a short, simple phrase of one to five words.

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