Like all areas of consulting, Brand Strategy has a language of its own. Whilst often confusing to clients, the terms commonly used by brand strategists should be understood by all professing to provide this important branding service. We’ve compiled a list including some lighter-hearted language to set you up to speak like a pro.

The notion of “brand equity” has been common currency amongst marketers for several years. And barely a day goes by without marketing, HR and other departments speaking about the “health” or “value” of their brand.