Glossary about brands

The B&C Glossary is the encyclopaedia for marketers, entrepreneurs and brand enthusiasts. It explains the most important terms from the world of brands, brand management and beyond – clearly and practically.

A

B

Balancing

Behavioural branding

Brand accounting

Brand ambassador

Brand analysis

Brand architecture

Brand concept test

Brand consulting

Brand development

Brand financing

Brand identity

Brand investments

Brand licensing

Brand management (Markensteuerung)

Brand M&A

Brand performance

Brand portfolio

Brand positioning

Brand purchase

Brand sale

Brand strategy

Brand strategies (forms)

Brand value

Brand value chain

Budget allocation

B2B brands

C

Change readiness assessment

Communication idea (Komm.konzept)

Corporate reputation

Corporate sustainability

Customer centricity

Customer journey

D

Digital business models

Digital marketing platform

Digital transformation

E

Employee training

Employer brand

Employer branding

Employer value proposition (EVP)

F

Financing

G

H

Hidden champions

Hierarchy of needs (Maslow)

I

Internal branding

K

L

Licensing

M

Mission statement

Mission

N

O

P

Pain points

Price optimisation

Purpose

Q

R

Reputation analysis

Reputation management

S

Sustainable brands

T

Touchpoint

Touchpoint management

U

UX management

VW

Vision