Glossary

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A- Anchoring:

A pricing strategy in which a high or low price is used as a reference point to influence the perceived value of other prices.

A- Attention:

The cognitive process of selectively focusing on certain aspects of the environment while disregarding others.

A - Audience:

 The group of people for whom a brand's message is intended.

B - Brand:

A name, term, design, symbol, or other feature that identifies a product or service and differentiates it from its competitors.

B- Brand Architecture:

Brand architecture is the structure of a brand portfolio, including how different sub-brands and product lines relate to one another. A well-designed brand architecture can make it easier for customers to understand and navigate a company's offerings and make it easier for the company to introduce new products and expand into new markets.

B- Brand awareness:

refers to the extent to which customers are able to recognize and recall a brand. It is a measure of how well-known a brand is in the marketplace. High brand awareness can make it easier for a company to introduce new products, expand into new markets, and charge higher prices. Building brand awareness involves creating a strong brand identity and consistently communicating it through advertising, public relations, and other marketing efforts.

B - Brand positioning:

The way a brand is perceived in relation to its competitors in the minds of its target audience.

B - Brand promise:

The unique benefit or value that a brand promises to deliver to its customers.

B - Brand voice:

The tone and style used by a brand in its communications, such as formal or casual, serious or humorous.

B- Branding:

The process of creating a unique name, symbol, or design that identifies a product or service and differentiates it from its competitors.

B- Brand Equity:

Brand equity is the value that a brand adds to a product or service, often measured in terms of consumer perceptions and loyalty. A brand with high equity is often able to charge higher prices and have more loyal customers. Building brand equity involves creating a strong brand identity, consistently delivering on the brand promise, and building trust and emotional connections with customers.

B- Brand Positioning:

is the way in which a brand is perceived by its target audience in comparison to its competitors. A brand's positioning should be based on its unique strengths and the needs of its target market. This can be achieved through messaging, advertising, and other marketing efforts that communicate the brand's unique value proposition.

B - Brand personality:

The human-like characteristics that a brand is associated with, such as being friendly, adventurous, or sophisticated.

F - Brand loyalty:

The tendency for customers to continue purchasing a product or service from the same brand over time.

B- Brand Loyalty:

is the degree to which customers consistently purchase a particular brand over its competitors. Brand loyalty can be influenced by factors such as product quality, customer service, and brand image. Companies aim to increase brand loyalty by building trust and emotional connections with customers through branding and marketing efforts.

B- Brand Storytelling:

Brand storytelling is the use of narrative to communicate the values and personality of a brand. This can be done through advertising, public relations, and other marketing efforts. A strong brand story can create emotional connections with customers and make a brand more memorable.

B - Brand equity:

The value that a brand adds to a product or service.

B- Brand Identity:

Brand identity is the visual and verbal elements that make up a brand, including its name, logo, colors, and messaging. These elements should be consistent across all marketing materials and touchpoints to create a strong, recognizable brand. A strong brand identity can make a brand more memorable and trustworthy in the minds of consumers.

C - Co-branding:

The practice of combining two or more brands to create a new product or service.

B- Brand Promise:

 A brand promise is the unique value that a brand promises to deliver to its customers. This value proposition should be communicated consistently across all marketing materials and touchpoints. A strong brand promise can create a sense of trust and loyalty among customers.

B- Brand Personality:

Brand personality refers to the set of human characteristics that are associated with a brand. These can include traits such as friendly, adventurous, or sophisticated. Developing a strong brand personality can help a brand connect with its target audience on an emotional level and make it more memorable.

B- Brand Voice:

The brand voice refers to the style and tone used by a brand in its communications. It should be consistent across all touchpoints and reflective of the brand's personality and values. A strong brand voice can make a brand more distinctive and memorable.

B- Co-branding:

Co-branding is a marketing strategy in which two or more brands are combined to create a new product or service. This can be done to leverage the strengths of each brand and reach new target markets.

B-

The extent to which customers are able to recognize and recall a brand.

B-

The extent to which customers are able to recognize and recall a brand.

B-

The extent to which customers are able to recognize and recall a brand.

B-

The extent to which customers are able to recognize and recall a brand.

B-

The extent to which customers are able to recognize and recall a brand.

B-

The extent to which customers are able to recognize and recall a brand.

B-

The extent to which customers are able to recognize and recall a brand.

E- Endorsement:

An endorsement is a public statement of support for a brand or product by a celebrity or other notable figure. Endorsements can be used to increase brand awareness and credibility.

B-

The extent to which customers are able to recognize and recall a brand.

B-

The extent to which customers are able to recognize and recall a brand.

C - Co-branding:



Brand Awareness: Brand awareness refers to the extent to which customers are able to recognize and recall a brand. It is a measure of how well-known a brand is in the marketplace. High brand awareness can make it easier for a company to introduce new products, expand into new markets, and charge higher prices. Building brand awareness involves creating a strong brand identity and consistently communicating it through advertising, public relations, and other marketing efforts.

Brand Loyalty: Brand loyalty is the degree to which customers consistently purchase a particular brand over its competitors. Brand loyalty can be influenced by factors such as product quality, customer service, and brand image. Companies aim to increase brand loyalty by building trust and emotional connections with customers through branding and marketing efforts.

Brand Identity: Brand identity is the visual and verbal elements that make up a brand, including its name, logo, colors, and messaging. These elements should be consistent across all marketing materials and touchpoints to create a strong, recognizable brand. A strong brand identity can make a brand more memorable and trustworthy in the minds of consumers.

Brand Positioning: Brand positioning is the way in which a brand is perceived by its target audience in comparison to its competitors. A brand's positioning should be based on its unique strengths and the needs of its target market. This can be achieved through messaging, advertising, and other marketing efforts that communicate the brand's unique value proposition.

Brand Promise: A brand promise is the unique value that a brand promises to deliver to its customers. This value proposition should be communicated consistently across all marketing materials and touchpoints. A strong brand promise can create a sense of trust and loyalty among customers.

Brand Equity: Brand equity is the value that a brand adds to a product or service, often measured in terms of consumer perceptions and loyalty. A brand with high equity is often able to charge higher prices and have more loyal customers. Building brand equity involves creating a strong brand identity, consistently delivering on the brand promise, and building trust and emotional connections with customers.

Brand Personality: Brand personality refers to the set of human characteristics that are associated with a brand. These can include traits such as friendly, adventurous, or sophisticated. Developing a strong brand personality can help a brand connect with its target audience on an emotional level and make it more memorable.

Brand Architecture: Brand architecture is the structure of a brand portfolio, including how different sub-brands and product lines relate to one another. A well-designed brand architecture can make it easier for customers to understand and navigate a company's offerings and make it easier for the company to introduce new products and expand into new markets.

Brand Storytelling: Brand storytelling is the use of narrative to communicate the values and personality of a brand. This can be done through advertising, public relations, and other marketing efforts. A strong brand story can create emotional connections with customers and make a brand more memorable.

Brand Voice: The brand voice refers to the style and tone used by a brand in its communications. It should be consistent across all touchpoints and reflective of the brand's personality and values. A strong brand voice can make a brand more distinctive and memorable.

Co-branding: Co-branding is a marketing strategy in which two or more brands are combined to create a new product or service. This can be done to leverage the strengths of each brand and reach new target markets.

Endorsement: An endorsement is a public statement of support for a brand or product by a celebrity or other notable figure. Endorsements can be used to increase brand awareness and credibility.

Brand loyalty - The degree to which customers consistently purchase a particular brand over its competitors.Brand identity - The visual and verbal elements that make up a brand, including its name, logo, colors, and messaging.Brand positioning - The way in which a brand is perceived by its target audience in comparison to its competitors.Brand promise - The unique value that a brand promises to deliver to its customers.Brand equity - The value that a brand adds to a product or service, often measured in terms of consumer perceptions and loyalty.Brand personality - The set of human characteristics associated with a brand.Brand architecture - The structure of a brand portfolio, including how different sub-brands and product lines relate to one another.Brand storytelling - The use of narrative to communicate the values and personality of a brand.Brand voice - The style and tone used by a brand in its communications.Co-branding - A marketing strategy in which two or more brands are combined to create a new product or service.Endorsement - A public statement of support for a brand or product by a celebrity or other notable figure.Extended branding - The application of branding strategies to non-product-related areas, such as customer service or corporate social responsibility.Identity standards - Guidelines for the consistent use of a brand's visual and verbal elements.Licensing - The process by which a company grants the use of its brand or trademark to another company.Naming - The process of creating a brand name.Packaging - The design and presentation of a product's packaging, which can be used to convey a brand's image and personality.Rebranding - The process of changing a brand's identity, often in response to changes in the marketplace or company strategy.Sub-branding - The creation of new brands within an existing brand portfolio.Trademark - A legally registered symbol, word, or phrase that represents a brand and distinguishes it from its competitors.Values - The beliefs and principles that a brand stands for.Brand Experience - The overall consumer experience with a brand, including the tangible and intangible elements.Brand Extension - The use of an established brand name for a new product or service in a different categoryBranding Xperience - the holistic experience of the brand across all touchpointsYouth branding - Marketing techniques that target young consumers.Brand Zeal - The level of commitment and passion a brand inspires in its customers and employees.Brand Image - The perception of a brand in the minds of consumers, which can be influenced by advertising, packaging, and other brand elements.Brand differentiation - The process of distinguishing a brand from its competitors through unique features or benefits.Brand association - The mental connections that consumers make between a brand and other things, such as emotions, values, or personality traits.Brand awareness and loyalty metrics - methods and tools to measure the effectiveness of a brand's performanceBrand management - The process of creating, developing, and maintaining a brand.Brand portfolio - The collection of brands managed by a company.Brand audit - A comprehensive review of a brand's performance and effectiveness.Brand refresh - The process of updating or revitalizing a brand's identity to stay relevant and competitive

C- Consumer behavior:

The study of how individuals, groups, and organizations make decisions about the acquisition, consumption, and disposal of goods and services.

D- Decision making:

The process of choosing between different options based on their perceived costs and benefits.

E- Electroencephalography (EEG):

A technique that records electrical activity in the brain using electrodes placed on the scalp.

E - Endorsement:

A public statement of support or approval of a brand by an individual or organization.

F- Functional magnetic resonance imaging (fMRI):

A imaging technique that uses a magnetic field and radio waves to measure blood flow in the brain, which can be used to infer which areas of the brain are active during different tasks.

N- Neuromarketing:

The application of neuroscience techniques, such as fMRI and EEG, to study consumer behavior and decision making in order to inform marketing strategies.

P- Pricing strategies:

Different approaches to determining the price of a product or service, such as cost-plus pricing, value-based pricing, and penetration pricing.

L- Loss aversion:

The tendency for individuals to strongly prefer avoiding losses to acquiring equivalent gains.

M- Market conditions:

Economic and competitive factors that affect the price of a product or service, such as supply and demand, competition, and cost of goods.

P- Perception of value:

The subjective interpretation of the benefits and costs associated with a product or service, which can be influenced by factors such as branding, packaging, and pricing.

G- Gift wrapping effect:

The tendency for individuals to perceive a product or service as more valuable if it is presented in an attractive or appealing way.

H- Habits:

Automatic or unconscious patterns of behavior that are triggered by certain cues in the environment.

I- Incentives:

 Rewards or bonuses that are used to motivate individuals to take a certain action.

J- Judgments:

Evaluations of the qualities or characteristics of a product or service based on certain criteria.

K- Knowledge:

 The information and understanding that individuals have about a product or service, which can influence their decision making.

L- Loss aversion:

The tendency for individuals to strongly prefer avoiding losses to acquiring equivalent gains.

M- Memory:

The cognitive process of encoding, storing, and retrieving information.

N- Neuromarketing:

The application of neuroscience techniques, such as fMRI and EEG, to study consumer behavior and decision making in order to inform marketing strategies.

O- Opinion:

 A belief or viewpoint about a product or service that is formed based on personal experience or information.

P- Packaging:

 The design and presentation of the physical container or wrapper of a product or service.

Q- Qualities:

The characteristics or features of a product or service that make it desirable or valuable.

R- Rewards:

Positive outcomes or benefits that are associated with a product or service.

S- Scarcity:

The perceived or actual shortage of a product or service, which can influence its perceived value.

T- Trust:

The belief in the reliability, integrity, and credibility of a product or service

U- Utility:

The usefulness or value of a product or service.

V- Value:

The benefits and costs associated with a product or service, which can influence the perception of its worth.

W- Word of mouth:

The communication of information about a product or service from one individual to another.

X- eXperience:

The encounter or interaction with a product or service that can shape an individual's opinion or decision.

Y- Yielding:

The act of giving in to the persuasion of a marketing message.

Z- Zest:

The enthusiasm or energy that an individual has towards a product or service.

E - Extended branding:

The use of a brand name to market a wide range of products or services.

I - Identity standards:

A set of guidelines for the consistent use of a brand's visual and verbal elements across different media and contexts.

L - Licensing:

The legal agreement that allows a brand to use another brand's name, logo, or other intellectual property.

N - Naming:

The process of creating a brand name that is unique, memorable, and suitable for the product or service.

M - Marketing:

The process of promoting and selling products or services through various communications channels.

N - Naming:

The process of promoting and selling products or services through various communications channels.

P - Packaging:

The design and presentation of the physical container or wrapper of a product or service.

R - Rebranding:

The process of changing or updating a brand's identity in order to refresh its image or appeal to a new audience.

S - Sub-branding:

The use of a different brand name or identity for a specific product or service within a brand portfolio.

T - Trademark:

A legal designation that protects a brand's name, logo, or other identifying feature from unauthorized use by others.

V - Values:

The principles or beliefs that a brand stands for, such as sustainability or innovation.

X - eXperience:

The encounter or interaction that customers have with a brand, which can shape their perceptions and attitudes towards it.

Y - Youth branding:

The marketing of products or services to a young target audience.

Z - Zeal:

The passion or enthusiasm that a brand has for its products, services and customers.

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Glossary

What is an App?

The word "app" is an abbreviation for "application." An application (more commonly known as an app) is software that bundles together certain features in a way that is accessible to a user being pre-installed on your device.

What is API?

Application Programming Interface (API) is a type of software which facilitates communication between two applications. 

Brand ambassador

A brand ambassador is an individual who promotes and represents a brand with the aim of building awareness of the brand among their own target audiences and customers. Another term for a brand ambassador is “brand advocate”. A brand ambassador often partners with a brand for monetary or other compensation, but not necessarily always.

Brand ambassador vs brand influencer

Although these terms can sometimes overlap, a brand ambassador can be anyone who provides positive advocacy or publicity, even if not directly requested to do so and they do not benefit financially from it. For example, an unofficial Adidas brand ambassador might be a satisfied customer or loyal brand fan who recommends their new sneakers on social media or creates a YouTube review for family and friends. A brand influencer, on the other hand, usually has an official agreement with the brand that includes some form of payment.

Brand awareness

Brand awareness relates to how aware people are about a brand, from its logo, ads, slogan or simply its market presence. Global icons like Nike have very high awareness, while a local business will likely have good brand awareness only in the immediate community or niche target audience. Brand awareness is not easily measurable, because it is a qualitative and subjective notion. However, with the increase in sophistication of online measurement tools, it is possible to track certain markers of online consumer behavior, measure them and compare them to pre-set KPIs to determine the brand awareness level.

Aided vs unaided brand awareness

There are two ways to approach brand awareness, aided and unaided. Aided brand awareness is a measure of how well a consumer recognizes a brand when prompted by the name or other branding feature. Unaided brand awareness denotes brand awareness with no prompting. For example, if a consumer is asked to name a soft drink brand they love and they respond “Coke”, this is an example of unaided brand awareness measurement. On the contrary, if the consumer is asked directly what they think about Coke, this is an example of aided brand awareness, as they are being prompted with the brand name.

When there is high unaided brand awareness, this is the sign that the brand is strong and highly recognized in the market.

Brand Book

A brand book (or brand guide) is the a DNA blueprint with layers upon layers of details that build the brand;
A successful brand book should have the following:
The brand language and communication style (for example, formal or informal, appealing the emotions of the audience, or cool and withdrawn).
• Brand name• Outline of the brand story, ethos, and purpose/mission• Brand purpose• Core values• Brand tone of voice• Brand logo, its variations• The visual language, colour scheme, illustration and or photography style, mood, tone• Icons and various icons to support the various product or service categories• Fonts, sizes, and style variations

A brand book is equipped with examples of the brand tone of voice for mages that reflect the brand and give examples as to what images can be used in the marketing strategy of the brand from B2C and when requested B2B. 
Stockholders end up utilizing this tool as a tangible brand asset, a guide for communication experts, creative and art directors who will select sections on who to instruct copywriters, designers and sales.  

Brand differentiation

Brand differentiation is the ways that a brand defines, showcases and portrays its unique value proposition to customers, and how the brand provides consumers with something different, unique, special and value added in comparison to similar brands and products. In saturated marketplaces, brand differentiation is the key to standing out and beating the competition.

Brand equity

Brand equity is a marketing term that denotes the perceived, inherent value of a brand. It is not the brand’s monetary value, but rather its social value among the wider public and consumer audience. Although brand equity is not a financial term, it can have a strong impact on revenue. A brand with higher equity is more recognized and favorably perceived by potential customers, leading to increased sales.

There are several theories of how to build brand equity, with a popular methodology being the brand equity pyramid, otherwise known as the Customer Based Brand Equity (CBBE) pyramid, or Keller’s brand equity pyramid, named for Professor Kevin L Keller who created it. The brand equity pyramid focuses on four areas – Identity, Meaning, Response, and Relations – in which brands can build positive experiences, increasing positive sentiment and goodwill towards the brand among customers and increasing brand equity.

Brand equity vs brand value

Brand essence is the core substance of a brand, everything that makes up its character, personality, and being. In much the same way that each person has a unique and complex essence that makes them who they are, so do brands. A brand’s essence is reflected in the most fundamental ways in which it operates – its values, purpose, and meaning in the world.

Brand essence has a strong impact on the way that customers feel about the brand, and the ways in which they engage and interact with it. Take for example, the Gucci brand essence and compare it to the brand essence of a totally different type of brand, such as Lego. Everything about the look, feel, products, vision, values, vibe, and purpose of each brand is vastly different and self aligned. When it is strong and authentic, brand essence is an essential element of an overall successful brand marketing strategy.

Brand essence

Brand equity measures a brand’s perceived inherent value, while brand value is a measure of a company’s monetary worth if it were to be sold today. Brand value does not just take into account the worth of a brand’s physical assets yet also includes the value of the goodwill and perception associated with the brand among consumers. Brands that have higher equity (perceived value) will naturally have a higher brand value (monetary worth).

Brand exposure

Brand exposure is the actions taken to ensure a brand is seen, noticed, and recognized by consumers and audiences. The more exposure a brand has, the more it can grow brand awareness, brand equity, its customer base, and revenue. There are many ways to try and achieve brand exposure, including inbound and outbound marketing, advertising (both digital and offline), Out of Home (OOH) advertising, email marketing, co-marketing collaborations, in-store marketing, and many more. 

Brand exposure vs brand awareness

Brand exposure is how much a brand is seen by consumers, while brand awareness is a measure of how aware consumers are of the existence of a brand in the market. Both of these feed off each other. The more brand exposure, the more likely consumers are to become aware of the brand. The more brand awareness, the more consumers are likely to seek out a brand and be exposed to it, or to recognize the brand when they are exposed to it by chance. Both are essential for gaining consumer mindshare.

Brand identity

Brand identity is all the elements of a brand’s physical, conceptual, and emotional being, and how these relate to and interact with consumers and the marketplace. Academic studies of brand identity became popular in the 1990s, with the Brand Identity Prism theory remaining at the forefront until today. According to Jean-Noël Kapferer, there are six elements that make up the brand identity prism: Physique, Personality, Culture, Relationship, Self-Image, and Reflection. Each has its own position in the prism, based on their relation between the business and the customers. When these elements work together smoothly and in sync, they form the basis of a coherent, clear and effective brand identity.

Brand image

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Brand influencer

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Brand advocates vs influencers

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Brand insistence

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Brand insistence vs product loyalty

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Brand loyalty

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Brand mission statement

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Brand parity

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Brand parity vs brand equity

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Brand perception

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Brand personality

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Brand personality vs brand identity

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Brand positioning

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Brand positioning statement

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Brand positioning map

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Brand promise

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Brand promise vs value proposition

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Brand recall

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Brand recall vs brand awareness

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Brand recognition

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Brand reputation

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Brand salience

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Brand tone

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Brand value proposition

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Brand voice

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Web & Mobile Apps

Multipurpose assistance for online stores and offline retail businesses.

Websites

Developing marketing and business strategy to help company grow fast.

Digital Branding

Aftersales support in marketing, sales, and staff training for enhanced performance.

Web & Mobile Apps

Multipurpose assistance for online stores and offline retail businesses.

Websites

Developing marketing and business strategy to help company grow fast.

Digital Branding

Aftersales support in marketing, sales, and staff training for enhanced performance.

Empathy

Multipurpose assistance for online stores and offline retail businesses.

Websites

Developing marketing and business strategy to help company grow fast.

Digital Branding

Aftersales support in marketing, sales, and staff training for enhanced performance.

Web & Mobile Apps

Multipurpose assistance for online stores and offline retail businesses.

Websites

Developing marketing and business strategy to help company grow fast.

Digital Branding

Aftersales support in marketing, sales, and staff training for enhanced performance.

Web & Mobile Apps

Multipurpose assistance for online stores and offline retail businesses.

Websites

Developing marketing and business strategy to help company grow fast.

Digital Branding

Aftersales support in marketing, sales, and staff training for enhanced performance.

Web & Mobile Apps

Multipurpose assistance for online stores and offline retail businesses.

Websites

Developing marketing and business strategy to help company grow fast.

Digital Branding

Aftersales support in marketing, sales, and staff training for enhanced performance.