Brand
glossary

A

above-the-line (ATL)

acronym names

affinity marketing

audio branding

awareness

B

below-the-line (BTL)

brand

brand alignment

brand ambassadors

brand archetype(s)

brand architecture

brand assets

brand associations

brand attributes

brand audit

brand awareness

brand building

brand discovery

brand DNA

brand earnings

brand equity

brand equity protection

brand essence

brand experience

brand extension

brand function

brand gap

brand guidelines

brand hierarchy

brand identity

brand image

brand licensing

brand loyalty

brand management

brand manager

brand manual

brand model

brand parity

brand personality

brand positioning

brand preference

brand promise

brand purpose

brand refresh

brand revamp

brand revitalisation

brand salience

brand strategist

brand strategy

brand touchpoints

brand valuation

brand value

brand value proposition

brand voice

branding

branding agency

business strategy

buzz

C

co-branding

coined names

colour system

communications

compound names

consumer staples

content management system (CMS)

content marketing

copy

copywriter

core compentencies

corporate citizen

corporate culture

corporate identity (CI)

corporate social responsibility (CSR)

corporate values

cost per thousand impressions (CPM)

creative brief

creative direction

cultural statement

customer characteristics

customer experience (CX)

customer relationship management (CRM)

D

demographics

descriptive names

design director

differentiation

distinction

E

earned, owned, paid media

employer branding

endorsed brand

ethical positioning index (EPI)

evocative names

experiential names

F

fast moving consumer goods (FMCG)

focus group

freemium

freestanding brand

functional names

G

generic brand

generic name

graphic style

H

headline

hygiene factors

I

icon

inbound marketing

infographic

intellectual property (IP)

invented names

K

key performance indicators (KPI)

L

launch

logo

logotype

M

market leader

market position

market segment

market share

marketing

marketing communications (marcomms)

mass marketing

masterbrand

messaging

messaging framework

mission

mission, vision, values statements

monogram

monolithic branding

motion graphics

multi brand strategy / multiple branding

N

naming

O

omnichannel

on/off-brand

out of home (OOH)

P

parent brand

positioning phrase

private label

Q

qualitative research

quantitative research

R

reach

rebranding

repositioning

robots

robots.txt

S

sales enablement

segmentation

SEO

service brand

share of mind

slogan

sonic branding

strategy

sub-brand

symbol

T

tactics

tagline

theory of change

through-the-line (TTL)

tone of voice

top-of-mind

touchpoint

trademark

transcreation

typographic system

U

unique selling point/proposition (USP)

V

values

viral marketing

vision

visual identity

W

word of mouth (WOM)

X

X factor

X-channel

XML (eXtensible markup language)

Y

youthquake

Z

zag

ZMOT

zombie brand

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