Brand glossary

A brand glossary defines the terms marketing teams use to build, position, and measure a brand over time. It covers the structural decisions — brand architecture, positioning, brand identity — and the measurement side that has historically been harder to pin down: brand equity, share of voice, awareness, and consideration. Brand work suffers more than most disciplines from loose language, because the same word often carries a strategic meaning and a visual one. Each entry below separates the two and gives a plain-language definition. Where a term is measurable, the entry says how it is measured and what a typical range looks like.