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Brand building glossary

typographic system

A system of fonts and typographic standards that can be applied to express a brand consistently across different applications and channels. Often included in brand guidelines.

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reach

An estimation of the number of customers exposed to a brand or communications initiative, such as an advertising campaignitem. In recent years reach has been misguidedly criticised for bein...

market share

The percentage of a market (an industry, or a specific market segment) that is controlled by a particular company or product.

quantitative research

A market research methodology that aims to understand human behaviour through collection and analysis of data.

brand hierarchy

A corporate ranking of various brand assets according to a strategically defined order. Typically presented as an org chart, the brand hierarchy often aims to differentiate the individual s...

monogram

A logo design composed of initial letters. Examples include Louis Vuitton, HP, General Electric.

brand purpose

A declaration of an organisation’s reason for being. It expresses why the brand matters and how it benefits the wider world. It communicates an organisation’s fundamental belief and goal th...

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Browse the glossary by first letter to find related branding, marketing and business language.

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