Brand

Branding involves decisions that establish an identity for a product with the goal of distinguishing it from competitors' offerings.

Brand Architecture How an organization structures and names the brands within its portfolio.

Branding What is a Brand? In Principles of Marketing, by Philip Kotler and Gary Armstrong a brand is defined as ‘a name, term, sign symbol or a combination of these, that identifies the maker or seller of the product’ ...

brandchannel.com With the goal of promoting increased awareness of brands and branding, the site offers a variety of tools and information including global listings for conferences, courses and careers, book reviews, white papers, ...

Brand equity can be a useful measure of the value contained in a brand. It can help evaluate brand extensions, create partnerships and provide certainty around market share expectations.

Branding A marketing function that identifies products and their source and differentiates them from all other products. [usage] Branding sets your company, product or service apart from the competition.

Branding a business is key to a business' success. You want everyone to recognize your business logo. Recognition of a business brand will draw in customers and help your business succeed. Add to Favorites Flag Article ...

brand development index behavior The overt acts or actions of consumers that can be directly observed.

brand preference and awareness research Studies conducted to determine the awareness of specific brands or companies and the degree to which the purchasing population prefers or doesn't prefer a specific product. brand switching ...

What is Branding and How Im...Marketing GlossaryDeveloping Your Brand Strategy10 Customer Service TipsMarketing vs. Advertising ...

Brand Extension The development of new products, possibly in a different, but usually related product category under an existing brand name.

Brand_Revitalis-strategy employed when a brand has reached maturity and profits begin to decline, approaches to revitalisation may include one or all of market expansion, product modification or brand repositioning.

Brand - noun 4 a : a class of goods identified by name as the product of a single firm or manufacturer b : a characteristic or distinctive kind [a lively brand of theater] (Source: Merriam Webster) ArtsMarketing.

brand A name or symbol chosen by a company to uniquely identify a set of products and/or services that the company has established or hopes to establish in the minds of its customers as an indication of certain levels of quality and trustworthiness.

Brand identity - The outward expression of the brand, which is the symbolic embodiment of all information connected with a product or service, including its name and visual appearance.

Brands, Trademarks, and the Brand Marketer's Dilemma - Aug 26, 2005 And Then There Were Three: Google Ad Display Increases - Aug 19, 2005 The New World of Search - Aug 12, 2005 PPC Bid Inflation: Rational and Irrational Competition - Aug 5, 2005 ...

Branding -- is a promise, a pledge of quality. It is the essence of a product, including why it is great, and how it is better than all competiting products. It is an image. It is a combination of words and letters, symbols, and colors.

Brand mis-spellings: A user mistypes a brand into the search box or into the URL address box. Best practice is to ensure the brand is visible. Bounce Messages: Emails that are undelivered and sent back to the server from where they had originated.

Brand loyalty: occurs when a consumer consistently buys the same brand over a long period.

Brand Impact: A technique used to measure the effectiveness of advertising. Brand Switching: A consumer that purchases multiple brands of a product. For example, a consumer that purchases Pepsi one week and Coke the next week.

Branding ; A school of advertising that says, "If the customer has heard of us, we've done our job.

Brand awareness the consumer's ability to identify a manufacturer's brand in sufficient detail to distinguish it from other brands (467) ...

Brand name Name used to distinguish one product from its competitors. It can apply to a single product, an entire product line, or even a company.

Brand and Branding - "A brand is a customer experience represented by a collection of images and ideas; often, it refers to a symbol such as a name, logo, slogan, and design scheme.

brand A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term for brand is trademark.

Brand: [bra] A brand is a product from a known source (organization). The name of the organization can also serve as a brand.

Brand Harvesting - decreasing marketing expenditure on a brand to zero, or to a minimal level, when sales and profits begin to decline, relying on its purchase by loyal customers to sustain it; ...

brand manager - The individual in an organization responsible for planning, implementing, and controlling the marketing program for a particular brand. Brand managers are sometimes referred to as product managers.

Brand Generic -- The second half of a product's identifying title. "Brand" identifies one seller's version, the generic name identifies the general class of item. For example, Jello (brand) gelatin dessert (generic).

Brand The sum of all information about an organization, such as name, identifying mark, logo, visual images, or mental concepts, which serve to uniquely identify the organization.

A branding page before the home page of a Web site. Information Splash pages are usually graphic-intensive pages that appear before the main home page.

Co-branding - The situation where affiliates include their own logo and branding on the pages to which they send visitors through affiliate links.

see Brand Loyalty. the featuring of a particular brand in media vehicles in order to build strong, long-term consumer attitudes towards it. the obtaining of distribution and display, usually of a consumer packaged good, through a retail outlet.

White brand: Term used in membership. Proceeded by which a company proposes a service insured by a third party without that this one appears clearly as by being the supplier.

Dealer Brands See Private Brands. Debit-Card System A computerized system whereby the price of a good or service is immediately deducted from a consumer's bank account and entered into a retailer's account.

splash page - a branding page before the home page of a Web site. sponsorship - advertising that seeks to establish a deeper association and integration between an advertiser and a publisher, often involving coordinated beyond-the-banner placements.

Journal of Advertising, Summer, 31(2), 63-77.) Advertising allowance Money provided by a manufacturer to a distributor for the purpose of advertising a specific product or brand. See, also, Cooperative advertising.

Email Marketing is the process of advancing a product or the brand through the email contact with future or present customers.

A form of internet marketing which seeks to achieve branding and marketing communication goals through the participation in various social media networks (MySpace, Facebook, LinkedIn), social bookmarking (Digg, Stumbleupon), ...

CO-OP - The practice of a national brand subsidizing local advertising costs incurred by a company that sells its product. Typically, the national brand has stringent rules about the advertisement in which the product appears.

Comparative - An advertising appeal that consists of explicitly comparing one product brand to a competitive brand. Can be effective when one brand has a major advantage over another and they are priced the same. Newest Term Landing Page ...

COMPARATIVE ADVERTISING An advertising approach that directly compares one product brand to a competing brand. COMPETITIVE PARITY A method of determining an advertising budget, designed to maintain the current “share of voice.” ...

Dollar metric scale. (graded paired comparison) Scale that extends the paired comparison method by asking respondents to indicate which brand is preferred and how much they are willing to pay to acquire their preferred brand.

DRTV: Direct Response Television is one of the liveliest media in that is can show products actually in use. Unlike brand advertising or general advertising on TV--which is designed to create awareness--DRTV attempts to change behavior by getting ...

10 Trends That Will Make or Break Your Email Marketing ROI in 2010 How Vineyard Vines Differentiates its Brand Experience Across Shopping Channels Email Gone Viral: How To Extend Email Reach Through Social Sharing MORE WEBINARS ...

licensing Occurs when a firm (the licensor) licenses the right to produce its product, use its production processes, or use its brand name or trademark to another firm (the licensee).

Online Video These are quickly becoming the medium of choice to drive both brand awareness and sales to push highly effective Online Advertising.

SMM: (Social Media Marketing) Website or brand promotion through social media.

Jupitermedia Announces Agreement to Acquire Dynamic Graphics Group and its Related Stock Photography Brands - RocketPool.com® Launches Online Office Pools System ...

This is a general term that describes the services offered by most search engine marketing companies. Search engine promotion is the process of increasing rankings, traffic and brand awareness resulting on search engines.

Banner Ad: A form of online advertising where a picture ad is placed on a web page. The picture ad serves both as a form of branding and as a link to the advertisers website.

Unique Selling Proposition: USP is an advertising strategy that focuses on a product or service attribute that is distinctive to a particular brand and offers an important benefit to the customer.

The law that protects an author's original material, usually (in the UK) for 70 years after the author's death. Similar law covers logos and brand names ...

ROI stands for "return on investment". ROI is trying to find out what the end of result of the expenditure (in this case, an ad campaign) is. A lot depends on the goal of the campaign, building brand awareness, increasing sales, etc. Run of Network ...

Compuserve is sometimes abbreviated CIS, for Compuserve Information Service. America Online (AOL) now owns the Compuserve service, although it is maintained as a separate brand.

Image Ads A relatively new development on the search marketing scene, image ads combine the niche targeting of search marketing with the branding power of banner ads.

See also: Market, Marketing, Advertising, Customer, Service