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content marketing

The strategy of creating content relevant to a target audience’s interests in order to attract interest in a brand, with the ultimate hope of leading to a sale. Content marketing is typical...

branding

The process of defining and expressing a brand through words, images and design to influence perception.

brand preference

A strong preference for one brand over another, typically demonstrated by purchasing habits.

market leader

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

brand management

The discipline of developing or maintaining a brand through planning, strategy, execution and metrics to achieve business objectives.

out of home (OOH)

Mass media outside the home, typically visible to the general public. Includes billboards, signage, hoardings, public transport.

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unique selling point/proposition (USP)