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

Co branding

Communication idea

Corporate reputation

Corporate sustainability

Customer centricity

Customer experience (CX)

Customer journey

Customer journey mapping

D

Digital business models

Digital marketing platform

Digital transformation

E

Employee training

Employer brand

Employer Branding (definition)

Employer value proposition (EVP)

F

Financing

G

Guiding principle (Leitbild)

H

Hidden champions

Hierarchy of needs (Maslow)

I

Internal branding

K

L

Licensing

M

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

How can we support you?

Brand analysis

Employer Branding

Brand strategy

Change

Brand architecture

Customer focus

Brand identity

Reputation management

Brand valuation

Marketing profitability

Brand analysis

Brand strategy

Brand architecture

Brand identity

Brand valuation

Employer Branding

Change

Customer focus

Reputation management

Marketing profitability