 |
| BRANDING DICTIONARY OF TERMS |
| VALIDATION: |
In marketing, positive feedback from customers for a proposed product, market position, message, or campaign.
|
| VALUE CHAIN: |
A strategy model that shows how a product gains value as it moves through the supply chain, from raw material to finished product, and from marketing to service.
|
| VALUE PROPOSITION: |
A business offering based on one or more benefits, whether functional, emotional, or self-expressive.
|
| VERBAL DESIGN: |
A discipline focused on short-form writing paired with visual design.
|
| VERBALIZATION: |
In brand naming, the phenomenon when a brand name becomes used as a verb in everyday conversations, such as Google, Facebook, FedEx, or Uber; usually the result of the brand being first in a new category. Examples: "I'll Google it", "Facebook me", "Fedex this", or "I'll just Uber".
|
| VICIOUS CIRCLE: |
| In brand strategy, a death spiral that leads from a lack of differentiation to lower prices, to smaller profit margins, to fewer available resources, to less innovation, to even less differentiation, and finally to commoditization. |
| VIRAL MARKETING: |
| A set of techniques for using social networks to spread commercial messages. |
| VIRTUAL AGENCY: |
A team of specialist firms that work together to build a brand.
|
| VIRTUOUS CIRCLE: |
| The opposite of a vicious circle; a growth spiral of growth that leads from differentiation, to higher prices, to larger profit margins, to more available resources, to more innovation, to further differentiation, and then to a sustainable competitive advantage. |
| VISION: |
An image of success that guides the direction of an individual or group; the aspirations of a company that drive future growth.
|
| VISUAL DESIGN: |
A discipline focused on print, interactive, or motion graphics; paired with verbal design a component of communication design.
|
| VISUAL THINKING: |
The technique of drawing ideas or connections among ideas to make them more understand- able to the people exploring them.
|
| VIVID DESCRIPTION: |
| A vibrant, clear, and engaging vision of what it will be like to achieve a "BHAG". |
| VOICE: |
In branding, the unique personality of a company or brand as expressed in its verbal and written communications; the verbal dimension of a brand personality.
|
|
 |
|
