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| CATEGORY: |
| the arena in which a brand competes; a consideration set. |
| CBO: |
| a company's Chief Brand Officer, responsible for integrating the work of the brand community. |
| CHALLENGER BRAND: |
| a new or rising brand that is viable in spite of competition from the dominant brand in its category. |
| CHARISMATIC BRAND: |
| a brand that inspires a high degree of loyalty; also known as a lifestyle brand or passion brand. |
| CLUTTER: |
| the conceptual noise of the marketplace; a disorderly array of messages or elements that impedes understanding. |
| CO-BRANDING: |
| the purposeful linking of two or more brands for mutual benefit. |
| CO-CREATION: |
| the collaborative development of a product, service, brand or message. |
| COLLABORATION: |
| the process by which people of different disciplines work in concert to build a brand; the practice of co-creation. |
| COMMAND AND CONTROL: |
| a management style relying on clearly defined goals, processes, and measurements; top-down rather than distributed or bottom-up management. |
| COMMODITIZATION: |
| the process by which consumers come to see products, services, or companies as interchangeable, resulting in the erosion of profit margins; the opposite of brand-building. |
| CONCEPT MAP: |
| a diagram showing the connections among a set of concepts. |
| CONCEPTUAL NOISE: |
| cognitive clutter arising from too many messages or meanings; any competing ideas that undermine clarity. |
| CONSIDERATION SET: |
| the range of brands that a customer considers when making a purchase decision; a category. |
| CORE COMPETENCIES: |
| a set of capabilities (typically two or three) that gives a company a strategic advantage. |
| CORE IDENTITY: |
| the central, sustainable elements of a brand identity, usually the name and trademark. |
| CORE IDEOLOGY: |
| a combination of core values and core purpose. |
| CORE PURPOSE: |
| the reason a company exists beyond making a profit; part of a core ideology. |
| CORE VALUES: |
| an enduring set of principles that defines the ethics of a company; part of a core ideology. |
| CORPORATE IDENTITY: |
| the brand identity of a company, consisting of its visual identifiers such as the name, trademark, typography and colors; a company's trade dress. |
| CREATIVE BRIEF: |
| a document that sets parameters for a brand-building project, including context, goals, processes, and budgetary constraints. |
| CULTIVATION: |
| the process of imbedding brand values throughout the organization; internal branding. |
| CULTURE JAMMING: |
| the act of modifying advertisements or brand messages to subvert their original intent; also known as subvertising. |
| CUSTOMER EXPECTATIONS: |
| the anticipated benefits of a brand, whether explicit or implicit. |
| CUSTOMER GOALS: |
| the "jobs" that customers "hire" a product, service, experience or organization to do for them. |
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