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Brand

Brand lift

Definition

Brand lift is the measured increase in awareness, consideration or favourability caused by a campaign, established by surveying an exposed group against an unexposed control group.

Because brand effects rarely show up in click-based reporting, brand lift studies use the same logic as incrementality testing: hold out a comparable audience, expose the other, and measure the difference in survey response rather than conversion.

It is the only credible way to justify upper-funnel spend to a finance function. Without it, brand budgets are defended with impressions, which measures delivery rather than effect.

More in Brand

Brand architecture

Brand architecture is the structure describing how a company's brands, sub-brands and products relate to one another — commonly a branded house, a house of brands, or a hybrid endorsed model.

Brand equity

Brand equity is the commercial value a brand name adds beyond the functional value of the product — visible as pricing power, preference at parity, lower acquisition cost and higher retention.

Category design

Category design is the strategy of defining and naming a new market category rather than competing within an existing one, positioning the company as the definitive answer to a problem it has framed.

Positioning

Positioning is the deliberate choice of what a brand stands for, who it is for, and how it differs from alternatives — the strategic decision that governs pricing, messaging and product.

Tone of voice

Tone of voice is the documented set of principles governing how a brand writes and speaks — vocabulary, rhythm, register and the specific things it will and will not say.

All 87 terms
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