zombie brand

corporate citizen

The recognition that a corporation has a wider effect on society, and its obligations to society go beyond minimum regulatory compliance and generating profits for shareholders. In many sec...

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...

brand parity

The similarity of two or more brands in terms of perceived rank, status, quality and/or price in the eyes of the consumer.

customer relationship management (CRM)

The process of managing a brand's interactions with current and potential customers, typically involving the use of software to track and manage customer data and interactions.

core compentencies

The skills and knowledge that allows an organisation to create value for its stakeholders. These competencies vary, and can include activities such as product design, marketing, operations,...

values