Awareness The measure of how effective the marketing efforts of a particular brand through assessing the portion of members within a target market who recall that brand.
Brand The official name of the collective services or products of a seller or group of salespeople intended to identify the entity and distinguish them from others.
Brand Architecture The chosen blueprint of a company’s brand strategy within an organization.
Brand Building The forming and enhancement of a brand’s identity through establishing values based on consumer demand, desire, recall, trust and connection; the establishing of distinct, unmatched features to meet collective needs and desires of a target market.
Brand Commitment The measure of consumer loyalty to a particular brand and the likelihood of their future product purchases or use of services for that brand.
Brand Equity The earned strength and value of a brand through maintaining great reputation and deserving name acknowledgment; which results in higher revenue and more voluminous profit margin as compared to competitors.
Brand Equity Protection The risk management strategies conducted to maintain a brand’s reputation as esteemed. Equity protection is geared towards minimizing liabilities resulting from tampering, counterfeiting, and so forth.
Brand Essence The purest expression of a brand’s guarantee; the most effective brand essences are based on fulfilling a principal consumer need.
Brand Experience The collective impressions, thoughts, experiences, conceptions, temperaments, beliefs and so forth associated with a brand. Brand experiences develop over time.
Brand Extension Guiding a brand’s existing customer base and values in order to advance into new markets and industries. Brand extension is a common marketing technique. Also referred to as “brand stretching.”
Brand Harmonization Establishing homogeny within a brand’s product line. Brand harmonization involves synchronizing the products’ visual aspects, market positioning and nomenclature.
Brand Identity The name and visual representation of a brand as expressed outwardly. A brand’s identity is the essential mechanism for consumer recall. The brand identity represents its distinction against competitors.
Brand Image Consumers’ impressions of a brand based on their experience (or lack of experience) with the products or services of that brand. A brand’s image can be an informed impression (for those who have had direct experience) or uniformed (those who have yet to experience the brand’s products/service).
Brand Licensing A contractual affiliation between one brand and another company that permits the licensee to use the brand’s proprietary right (i.e. the brand name) in exchange for a royalty rate or licensing fee.
Brand Management Strategies and techniques to enhance consumers’ perception of a brand’s value. Brand management is an on-going process and builds over time; it includes increasing brand awareness, building consumer loyalty, and positive perceptions/associations of the brand. Factors such as product packaging, features, pricing, and the brand’s website (development and design) and so forth are tangible means for producing a certain perception of brand value.
Brand Metrics The measurement of brand equity through assessing the brand’s image and impact. These two elements comprise the measurement of effectiveness of a brand. Brand metrics is closely related to brand management as they work together as “score cards” for past performance and future activity.
• Image Metrics These are the measurement of a brand’s ability to rise above the static in the marketplace and carve out a position in the collective minds of prospects and customers. It incorporates communication programs fulfilling promises of those programs.
• Impact Metrics These measurements determine performance and are the most critical elements in determining brand equity.
Brand Neighborhood A brand establishes its neighborhood by identifying three brands from outside their own category who have successfully established a strong relationship with their target consumer who have established a good share of market.
Brand Parity A measurement of comparison between various brands within the same industry.
Brand Platform is comprised of the following dimensions:
• Brand Vision: A statement of the brand’s long-term aspirations; including financial goals and strategic methods.
• Brand Mission A brand’s statement of its principal objective.
• Brand Values A brand’s core standards. The guidelines by which a brand assesses progress, behaviors and function.
• Brand Personality The personified characteristics of a brand. Including the brand’s name, logo, slogan, style, character, packaging, advertising, publicity, promotions and promotional material
• Brand Tone of Voice The expressive language a brand uses to communicate. Powerful tone of voices will reflect the brand’s values, mission, and personality. Also referred to as “brand voice”
Brand Positioning The appropriation point where a brand exists in respect to its competitors, to establish distinction for the consumer market within that brand’s industry. Brand positioning techniques are incorporated into pricing tactics, promotional strategy, product placement and production.
Brand Scope The potential product/service markets that a brand is permitted to expand over. Defining brand scope involves establishing the core or original product of the brand that is the major source of funds, adjacent categories, and new categories (further from the core).
Brand Strategy The collective techniques and strategies a brand integrates in order for the brand’s goals to come to fruition.
Brand Valuation The measure of a brand’s financial advancement.
Brand Assets: Your brand assets are tools or vehicles that augment your products’ image, slogans, advertising, publicity, sales, promotions and customer service. Brand assets help create the brand identity through building and establishing meaningful emotional connections with the target audience; directing a call-to-action and providing logic to justify and reinforce the buyer’s decision to choose the product.
Co-branding The combination of two or more brands to endorse and promote a new product.
Consumer Characteristics The descriptive qualities of consumers defined by each market segment. Consumer characteristics can be defined as typical or unusual.
Customer Relationship Management (CRM) Monitoring behavioristic qualities of consumers to build a relationship with the consumer and the brand. CRM involves providing feedback on an individual basis as well as emotional interaction and engagement between the brand and the consumer.
Demographics The collective data of qualities that denotes a consumer’s age, sex, location, income, level of education, employment status, occupation, marital status, ethnicity, number of household members, number of children, mode of transportation, and assets (home owner, vehicle owner, etc.). In marketing segmentation, demographics may be used to separate and differentiate target markets.
Differentiation The conveying of distinct qualities of a brand or branded product in aim to exceed the performance of its competitors.
Endorsed Brand The name of a product or service that is affiliated by a parent brand.
FMCG: (Fast Moving Consumer Goods) Products that sold rapidly at low-expense.
Freestanding Brand A single brand name given to an individual product. A freestanding brand is unique in comparison to other products within the company.
Functionality The purpose of a product’s features; how it operates for those who buy and use it.
Guerilla Marketing A non-traditional marketing approach that aims to gain maximum results through investing time, effort and creativity and minimum financial investment.
Heritage Helping a market gradually evolve over time and gaining consumer trust, reliability, stability and devotion.
Market Filter includes the following:
- Points of Difference Comparing a brand’s products or services to competitive brands.
- Points of Parity Comparing the product and/or service features and benefits as they relate to a fundamental consumer need.
Mass Marketing The marketing strategy by which a brand approaches a consumer market as whole verses separating them into segments. Mass marketing involves incorporating a universal pricing tactic, product, promotion technique and positioning methods geared towards the total market.
Masterbrand A brand name that takes authority over all products within a brand’s product line.
Megabrand A single brand name that acts as an “umbrella” name for all of the products/services offered by a brand. For example, GE is a megabrand.
Monolithic Brand: A brand architecting strategy that uses the brand’s name to masterbrand all of its services and/or products. For example, the Virgin Group is a monolithic brand (Virgin Media, Virgin Atlantic Airways, Virgin Blue, Virgin Megastore, Virgin Mobile, etc.)
Multiple Branding A branding technique involving the marketing of two or more competitive products by a single company, but with different brand names.
Naming is comprised of the following categories:
- Descriptive name A product or service name that delineates its main function.
- Associative name A product or service name that refers to a particular feature or unique product benefit.
- Freestanding name A product or service name that does not describe particulars related to the product, its function, features nor benefits.
- Abstract name A product or service name that is formulated yet has no actual meaning aside.
- Coined name A product name or service that is partially formulated.
Name Awareness The spectrum of brand awareness, recognition and preference measuring relative confidence and commitment
Nomenclature A method of designating different models or styles of a product as they relate to consumers in a clear and understandable way.
Niche Marketing A marketing strategy that focuses on a narrow market of consumers with well-defined similarities in regards to demographics, behavioristics and so forth.
Packaging Design The visual (graphic) and physical design of the encasement of a product.
Parent Brand The brand name of a company that supports an extension of sub-brands.
Positioning factors in the following assessments:
- Brand Message
- Connotations
- Product description connotations
- Current brand personality
- Identification by market as a whole
- Consumer market and connection/identification to the brand and products
- Colors and Imagery in creating a brand personality
- Color analysis and how they relate to consumer psychology
- Copywriting tone
Positioning Statement A composed proclamation of a brand’s aspirations for the product line and brand itself with the objective to instill an impression on a target market.
Power Branding A branding technique that involves separate names, individual features and functions within a product line of a single brand.
Pricing Establishing a selling price for products and/or services. Pricing strategy includes the following steps:
- Develop marketing strategy
- Marketing decisions by defining the product, distribution (placement) and promotional techniques.
- Assess the demand curve for the product.
- Calculate cost: fixed and variable.
- Understand external factors: competitive pricing, legal limitations, etc.
- Set pricing objectives: status quo, maximum and minimum revenue, etc.
- Determine pricing for the product.
Product Brand A specific brand name that signifies an individual product.
Promotion A marketing strategy to advance the rank and position of product or services. Promotion techniques include advertising, publicity, discounting and so forth.
Psychographics A measure of a classified consumer market based on variables such as values, attitudes, lifestyles, opinions, perceptions, and so forth.
Rebrand The strategy of incorporating modifications to an existing brand in order to reshape/redefine the brand’s identity.
Relaunch The act of re- releasing a product into the market after it has undergone feature innovations.
Search Engine Marketing A form of online marketing that aims to increase brand awareness and website performance (traffic, time spent on the site, conversion rate, eCommerce revenue, etc.) by implementing a variety of tactics such as search engine optimization to increase visibility on search engine results pages for the major search engines (Google, Yahoo and Bing).
Search Engine Optimization A type of online marketing that seeks to maximize traffic (the number of visitors) to a website through implementing tactics to improve the site’s rankings and ensuring the website it high on the list of search engine results pages.
Segment Size A collective measurement of the number of buyers and/or average order size, frequency of purchase and the likes; the segment size is calculated to asses whether or not the suppliers can realistically and successfully capture enough market share.
Social Media Marketing The process of building a brand through a variety of social media platforms such as Twitter and Facebook. Social Media Marketing techniques involve developing a brand personality, responding to consumer feedback and review, hosting contests and so forth.
