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Brand building glossary

XML (eXtensible markup language)

Extensible markup language (XML) is a markup language that defines a set of rules for encoding documents in a format that is both human-readable and machine-readable. XML files use tags to identify the start and end of elements within a document, as well as the type of data that is being encoded. This allows XML-based applications to process documents more efficiently, and makes it easier for computers to index and search through content.

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top-of-mind

Refers to the presence of a particular brand in the consumer's mind when asked to name brands in a product category. To attain this position, a brand needs a large share of voice in its cat...

brand revamp

A substantial update to how a brand looks, sounds or behaves, often prompted by a change in business direction, audience expectations or market context. A revamp usually keeps some existing...

brand loyalty

The degree of a individual's positive feelings towards a brand, and dedication to purchasing its products and/or services repeatedly, regardless of deficiencies, competitor actions, or chan...

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.

share of mind

A metric devised to gauge the degree a particular brand is available unprompted in audiences’ minds compared to competitors.

hygiene factors

Attributes (eg. professional, honest) that are expected for a business or service, and which won’t contribute to a brand’s distinctiveness.

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