brand building

noun

variants or brand-building

: the activities associated with establishing and promoting a brand

Consumers are using wikis, blogs, and social networks to make an impact on brand building, publishing, and even product creation.

—Heather Green, Business Week, 29 Sept. 2008

brand builder noun

or brand-builder

plural brand builders or brand-builders

These days, even the wiliest brand-builders are at least a little anxious about the emerging teen-age market …

—Hal Espen, New York Times Magazine, 21 Mar. 1999

Word History

First Known Use

1990, in the meaning defined above

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