What are the common Jargons in Branding?
Alexa Ranking:
Alexa is considered a very powerful tool used to rank web site traffic. It certainly is
misleading, but still used by many websites to establish their reach and traffic.
Brand Awareness:
Customer must know what products or services are associated with a brand.
Brand Image:
Customer must know what attributes and benefits the brand offers and what makes it better
and distinctive.
Brand Positioning:
Establishing a market position is about establishing a definite category in the minds of a
significant number of relevant current buyers and potential buyers. Brand Positioning
incorporates the core value of brand, and should have both points-of-parity and points-of-
differences vis a vis competitors product offering.
Points-of-difference are strong, favorable and unique brand associations that drive
customer behavior.
Points-of-Parity are those associations where the brand “break even” with competitors and
negate their intended point-of-difference.
Brand Mantra: The core brand promise or brand mantra is an internal marketing expression
that captures key-point-of-difference that is essence and spirit of the brand in a three to five
word phrase. The brand mantra is the basis for the brand slogan, which is a translation of
the mantra in consumer friendly language that is used in advertising and other
communications.
Alexa Ranking:
Alexa is considered a very powerful tool used to rank web site traffic. It certainly is
misleading, but still used by many websites to establish their reach and traffic.
Brand Awareness:
Customer must know what products or services are associated with a brand.
Brand Image:
Customer must know what attributes and benefits the brand offers and what makes it better
and distinctive.
Brand Positioning:
Establishing a market position is about establishing a definite category in the minds of a
significant number of relevant current buyers and potential buyers. Brand Positioning
incorporates the core value of brand, and should have both points-of-parity and points-of-
differences vis a vis competitors product offering.
Points-of-difference are strong, favorable and unique brand associations that drive
customer behavior.
Points-of-Parity are those associations where the brand “break even” with competitors and
negate their intended point-of-difference.
Brand Mantra: The core brand promise or brand mantra is an internal marketing expression
that captures key-point-of-difference that is essence and spirit of the brand in a three to five
word phrase. The brand mantra is the basis for the brand slogan, which is a translation of
the mantra in consumer friendly language that is used in advertising and other
communications.
Industrial Buying Dynamics:
The fundamental point is that individuals, not organizations, make decisions. These individuals are motivated by their own needs and
achievement) offered by their organization. In this sense, industrial buying decisions are both ‘rational’ and ‘emotional’.
Top-down brand management involves marketing activities that capture the "big picture" and recognize the possible synergies across
products and markets to brand products accordingly. Particular attention is paid to how to best develop and leverage the corporate brand.
Bottom-up brand management requires that marketing managers primarily direct their marketing activities to maximize brand equity for
individual products for particular business units and markets.
Brand Personality:
Personality comes from an observation of behavior. How a brand acts or behaves contributes to the development of the brand personality.
Brand personality is reflected from how the organization presented itself, how the reception area is decorated, corporate stationery, how the
telephone is answered, how messages are handle, what the website looked like and the company’s promotional literature and their bid
documents.
Brand Values:
The brand’s values are designed to appeal to the buyer’s values. Ideally these values should be a perfect match with the buyer’s values on
all levels. This is why organizations of similar ethnic groups feel more comfortable doing business with like organizations.
Value Delivery:
Value Delivery is the process of ensuring that maximum business results are realized from 'Branding Investment' beginning with
requirement definition all the way to systems retirement.
Value Proposition is what customer gets for his money. This includes products,
information, services and reassurance in return of his money.
The fundamental point is that individuals, not organizations, make decisions. These individuals are motivated by their own needs and
achievement) offered by their organization. In this sense, industrial buying decisions are both ‘rational’ and ‘emotional’.
Top-down brand management involves marketing activities that capture the "big picture" and recognize the possible synergies across
products and markets to brand products accordingly. Particular attention is paid to how to best develop and leverage the corporate brand.
Bottom-up brand management requires that marketing managers primarily direct their marketing activities to maximize brand equity for
individual products for particular business units and markets.
Brand Personality:
Personality comes from an observation of behavior. How a brand acts or behaves contributes to the development of the brand personality.
Brand personality is reflected from how the organization presented itself, how the reception area is decorated, corporate stationery, how the
telephone is answered, how messages are handle, what the website looked like and the company’s promotional literature and their bid
documents.
Brand Values:
The brand’s values are designed to appeal to the buyer’s values. Ideally these values should be a perfect match with the buyer’s values on
all levels. This is why organizations of similar ethnic groups feel more comfortable doing business with like organizations.
Value Delivery:
Value Delivery is the process of ensuring that maximum business results are realized from 'Branding Investment' beginning with
requirement definition all the way to systems retirement.
Value Proposition is what customer gets for his money. This includes products,
information, services and reassurance in return of his money.
| Sanjay Kumar Sharma Internet Marketing Consultant sanjay@internet-marketing-consultancy.com |
