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

Brand investments

Brand management (Markensteuerung)

Brand performance

Brand strategies (forms)

Brand value chain

C

Co branding

Customer experience (CX)

Customer journey

D

E

Employer value proposition (EVP)

F

G

Guiding principle (Leitbild)

H

Hierarchy of needs (Maslow)

I

Internal branding

K

L

M

Mission

N

O

P

Pain points

Purpose

Q

R

S

Sustainable brands

T

Touchpoint

U

VW

Vision