See other terms

brand value

The net value of the cash flows that can be attributed to the brand dimension of an offering. An intangible asset of a business that helps to make up the difference between a company’s book...

monolithic branding

A branded house strategy built around a single, unified idea. Often applied to achieve consistency and economies of scale. Examples include Google, FEDEX, GE.

brand identity

A brand identity is the totality of elements that identify and distinguish a brand in people’s minds. These elements include (but aren’t limited to) the logo, colours, typography, images, m...

creative brief

The document that informs the creative team about the requirements, objectives and deliverables for a creative initiative. The Stepworks Creative Brief Engine is an interactive tool that st...

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...