See other terms

endorsed brand

A strategy involving the explicit support of one brand by another, or by an organisation, celebrity or other entity.

brand model

A concise document that serves as a framework for brand building by defining key messages. It explains the brand’s purpose, positioning, promise, personality and DNA. The brand model works...

through-the-line (TTL)

A combination of above- and below-the-line marketing. Through-the-line is increasing in popularity and effectiveness, as ‘line’ definitions become more blurred from communications channels...

coined names

Names that didn’t previously exist before being created and defined by an individual or team. Examples include Coca-Cola, Google, meme, and the World Wide Web.

brand ambassadors

Key people who promote a brand because they believe in it, or are paid to promote it, or both. These people typically have leadership qualities and are enthusiastic about what the brand and...

omnichannel

A consistent customer experience across multiple channels, online and offline. Websites, apps and retail spaces offering a uniform experience amplifies the effectiveness of the branding and...