See other terms

brand associations

What people believe, feel and understand about a brand derived from their positive or negative experiences with its products or services.

freemium

A portmanteau of “free” and “premium”. A business model in which a brand offers a basic product or service for free, while charging for premium features or services.

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.

trademark

Intellectual property that identifies an asset as originating from a particular legally-recognised source.

youthquake

A significant cultural, social, or political shift driven by young people affecting consumer preferences.

brand alignment

A strategic exercise aimed at addressing an organisational issue through branding. Effective organisations align business strategy and brand strategy. Also called brand refresh, brand revam...