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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...

corporate values

The set of principles and beliefs that guide the behaviour and decision-making of an organisation. These values typically encompass the organisation's mission, vision, and culture, and are...

sonic branding

The use of music and other sounds to help brands build distinctive, relevant and favourable memory structures that engage audiences. Also called audio branding.

brand salience

The degree to which a brand sticks out to be recognized among competitors and recalled by its intended audience.

masterbrand

The dominant brand attached to an organisation's products and/or services. Examples include Virgin, Ford, United Nations.

affinity marketing

A strategy of associating a brand with charities, sport or entertainment events through sponsorships or partnerships to develop reach and create positive impressions among wider audiences.