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| BRANDING DICTIONARY OF TERMS |
| A/B TESTING: |
In marketing, a method for comparing two solutions or factors by dividing an audience or set of users into two testing groups.
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| ABBREVIATION: |
In brand naming, a shortened or contracted form of a word or phrase, used to represent the whole. Examples: IBM (International Business Machines), CBS (Columbia Broadcasting System), MTV (Music Television), and SNL (Saturday Night Live).
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| AD BLITZ: |
An annual contest by YouTube and Adweek to showcase commercials from the Super Bowl and rank them by popularity.
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| AD EXCHANGE: |
A technology platform for buying and selling online advertising from multiple ad networks using a bidding process.
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| ADVERTISING: |
Paid communications aimed at persuading an audience to buy a product, use a service, change a behavior, or adopt a viewpoint.
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| ADVERTORIALS: |
Print advertising designed to look like editorial content.
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| ADWARE: |
Software that automatically renders advertisements on websites.
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| AFFILIATE: |
A business which is voluntarily related to another business without being a subsidiary.
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| AFFILIATE MARKETING: |
A type of marketing in which a business rewards an affiliate for bringing customers to it.
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| AFFORDABLE LUXURY: |
Premium-priced products and services that are inexpensive relative to traditional luxury items.
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| AGILE CREATIVITY: |
A tool developed by Google to help marketing teams work faster and more collaboratively.
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| AIDED AWARENESS: |
The degree of recognition of a specific brand when respondents are presented with a list of possible names.
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| ALWAYS-ON CULTURE: |
A digitally connected society with continuous access to the Internet and electronic media.
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| AMBIVERT: |
In psychology, a term used to describe one whose personality type is intermediate between extrovert and introvert.
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| ANCHORING: |
A cognitive bias that causes people to overvalue the first piece of information they receive when judging the value of later information.
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| ANDROID: |
Google’s open-source operating system designed for touchscreen devices, including smartphones and tablets.
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| ANTONYM: |
In language, a word opposite in meaning to another. Fast is an antonym of slow.
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| APP: |
Application software designed to address a specific purpose.
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| APPLICATION SOFTWARE: |
A software program designed to address a general set of tasks.
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| ARC: |
In storytelling, the trajectory of a narrative; the sequence of events in a story line.
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| ARCHETYPE: |
A standardized model of a personality or behavior, often used in marketing, storytelling, psychology, and philosophy.
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| ARTIFACT: |
| A visible representation of an idea; a product or by-product of designing. |
| ASPIRATIONAL POSITIONING: |
| One or two words which declare what the brand aspires to be in relation to competing brands. |
| ASYCHRONOUS COLLABORATION: |
A method of working together virtually so that participants can contribute as time permits.
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| ATMOSPHERICS: |
| The identity of a brand environment, represented by its architecture, signage, textures, scents, sounds, colors and employee behavior. |
| ATTITUDE STUDY: |
A survey of opinions about a brand, often used as a benchmark before and after making changes to the brand.
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| AUDIENCE: |
The group of people for which a product, service, message, or experience is designed.
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| AUDIENCE FRAGMENTATION: |
The breakdown of mass audiences into many smaller audiences, or tribes, due to the explosive growth of media.
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| AUGMENTED REALITY: |
A view of the physical world that is mediated by technology, such as a smartphone image with GPS - driven information overlaid.
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| AUTHENTICITY: |
The quality of being genuine, considered a powerful brand attribute.
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| AVATAR: |
In computer games, a digital alter ego; in branding, an icon designed to move, morph, or otherwise operate freely in a variety of media.
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| AWARENESS STUDY: |
A survey that measures an audience’s familiarity with a brand, often divided into “aided” and “unaided” awareness.
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