What are the common Jargons in Branding?
Common Jargons in Branding
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Value Proposition: is what customer gets for his money. This includes products,
information, services and reassurance in return of his money.
information, services and reassurance in return of his money.
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.
business results are realized from 'Branding Investment' beginning with requirement
definition all the way to systems retirement.
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.
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.
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 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.
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.
their marketing activities to maximize brand equity for individual products for particular
business units and markets.
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.
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.
Industrial Buying Dynamics: The fundamental point is that individuals, not
organizations, make decisions. These individuals are motivated by their own needs
and perceptions as they do their organization work in an attempt to maximize the
rewards (pay, advancement, recognition, and feeling of achievement) offered by their
organization. In this sense, industrial buying decisions are both ‘rational’ and
‘emotional’.
organizations, make decisions. These individuals are motivated by their own needs
and perceptions as they do their organization work in an attempt to maximize the
rewards (pay, advancement, recognition, and feeling of achievement) offered by their
organization. In this sense, industrial buying decisions are both ‘rational’ and
‘emotional’.
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.
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.
Points-of-Parity are those associations where the brand “break even” with
competitors and negate their intended point-of-difference.
competitors and negate their intended point-of-difference.
Points-of-difference are strong, favorable and unique brand associations that drive
customer behavior.
customer behavior.
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.
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.
Brand Image: Customer must know what attributes and benefits the brand offers
and what makes it better and distinctive.
and what makes it better and distinctive.
Brand Awareness: Customer must know what products or services are associated
with a brand.
with a brand.
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.
traffic. It certainly is misleading, but still used by many websites to establish their
reach and traffic.