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| BRANDING DICTIONARY OF TERMS |
| BACKSTORY: |
In a narrative, the background of a character; in branding, the story behind a brand, such as its origin, the meaning of its name, or the basis of its authenticity.
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| BAIT AND HOOK: |
In marketing, a pricing model with a free or inexpensive initial offer that encourages future related purchases, such as free cell phones with multi-year service contracts.
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| BANDWAGON EFFECT: |
In behavioral psychology, the observation that the more people do or believe something, the more others will be inclined to do or believe the same thing.
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| BANNER AD: |
On the web, a small, rectangular ad designed to attract traffic to a website.
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| BARCODE: |
A machine-readable representation of data, usually affixed to an object for the purpose of tracking it.
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| BENEFIT: |
A perceived advantage derived from a product, service, or feature.
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| BHAG: |
A “Big, Hairy, Audacious Goal” designed to drive an organization forward for one to three decades, from Built to Last by Collins and Porras.
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| BOT: |
A virtual software agent often used to run automated tasks over the Internet; a robot.
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| BOTTOM-UP MARKETING: |
Customer-driven marketing, as opposed to top-down or management-driven marketing.
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| BOUNCE RATE: |
In web analytics, the percentage of users who quickly leave a particular page.
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| BRAINSTORMING: |
A technique for generating, exploring, and evaluating ideas as a group.
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| BRAND: |
A person’s perception of a product, service, experience, or organization; a commercial reputation.
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| BRAND ADVOCATE: |
Anyone who promotes a brand through interactions with customers, prospects, partners,orthemedia.
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| BRAND AGENCY: |
A strategic firm that provides or manages a variety of brand-building services across a range of touchpoints.
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| BRAND ALIGNMENT: |
The practice of closely linking customer experience and brand strategy.
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| BRAND AMBASSADOR: |
| Anyone who promotes the brand through interactions with customers, prospects, partners or the media; ideally, every company employee. |
| BRAND ARCHITECT: |
A person experienced in building brands as strategic systems.
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| BRAND ARCHITECTURE: |
A hierarchy of related brands or brand names, often beginning with a master brand and describing its relationship to subbrands and co-brands; a brand family tree.
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| BRAND ARTICULATION: |
| A precise description of a brand that enables members of the brand community to collaborate; the brand story or narrative. |
| BRAND ASSET: |
Any aspect of a brand that has strategic value, including brand associations, brand attributes, brand awareness, or brand loyalty.
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| BRAND ATTRIBUTE: |
| A distinctive feature of a product, service, or company brand. |
| BRAND AUDIT: |
| A formal assessment of a brand's strengths and weaknesses across its touchpoints. |
| BRAND AWARENESS: |
A measurement of how well a product, service, or company is recognized by its audience.
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| BRAND BOOK: |
A publication or online resource that outlines the strategy, key messages, and style guidelines for a brand.
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| BRAND CAMPAIGN: |
A coordinated effort to increase brand awareness, brand equity, or brand loyalty.
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| BRAND COMMUNITY: |
| The network of people who contribute to building a brand, including internal departments, external firms, industry partners, customers, users and the media. |
| BRAND COMPASS: |
A shared understanding of a company’s purpose, value proposition, personality, and messaging that allows brand builders to collaborate with autonomy.
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| BRAND CONSULTANT: |
| An external adviser who contributes to the brand building process, often in a strategic or advisory role. |
| BRAND COUNCIL: |
| A committee formed to assess and guide a company's brand building process; sometimes called a creative council. |
| BRAND DESIGNER: |
| Any person who helps shape a brand, including graphic designers, strategists, marketing directors, researchers, advertising planners, web developers, public relations specialists, copywriters and others. |
| BRAND EARNINGS: |
The share of a business’s cash flow that can be attributed to a brand.
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| BRAND ECOSYSTEM: |
The network of people who contribute to building a brand, including internal departments, external firms, industry partners, customers, users, and the media.
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| BRAND EQUITY: |
The accumulated value of a company’s brand assets, both financially and strategically; the overall strength of a brand.
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| BRAND ESSENCE: |
| The distillation of a brand's promise into the simplest possible terms. |
| BRAND EXPERIENCE: |
All the interactions people have with a product, service, or organization.
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| BRAND FAMILY: |
A series of related brands owned by the same company.
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| BRAND GAP: |
A disconnect between business strategy and brand experience.
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| BRANDED HOUSE: |
| A company in which the dominant brand name is the company name, such as Mercedes-Benz; also called a "homogeneous brand" or a "monolithic brand." |
| BRANDED TYPOGRAPHY: |
| A custom designed font created to capture the "look and feel" of a brand; a typographical exploration to increase the uniqueness of a brand and to differentiate it from its competitors. |
| BRANDED TYPOGRAPHY DESIGN: |
| In typography, the process of creating a wholy unique set of typographical characters to reinforce a brand's essence and increase the strength of its brand image. |
| BRAND IDENTITY: |
The outward expression of a brand, including its trademark, name, communications, and visual appearance.
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| BRAND IMAGE: |
| A customer's mental picture or visual perception of a product, service or organization. |
| BRAND IMPRINTING: |
| In marketing, a deliberate, invasive and ongoing strategy to show a brand's image — logotype, trademark and brand messaging — to infants, adolescents, tweens and teens with the direct goal of turning them into life-long brand loyalists, brand enthusiasts and brand evangelists. Examples: McDonalds, Cheerios and Crayons. |
| BRANDING: |
Any effort or program designed to increase value or avoid commoditization by building a differentiated brand.
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| BRAND LOYALTY: |
The strength of preference for a brand compared to competing brands, sometimes measured in repeat purchases.
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| BRAND MANAGER: |
| An obsolescent term for a person responsible for tactical issues facing a brand or brand family, such as pricing, promotion, distribution, and advertising; a product manager. |
| BRAND MANUAL: |
A document that articulates the parameters of a brand for members of the brand community; a standardized set of brand-building tools.
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| BRANDMARK: |
| An icon, avatar, wordmark or other symbol for a brand; a trademark. |
| BRAND METRICS: |
| Measurements for monitoring changes in brand equity. |
| BRAND NAME: |
| The verbal or written component of a brand icon; the name of a product, service, or organization. |
| BRAND PERSONALITY: |
| The character of a brand as defined in human terms, such as Virgin = "irreverent", Volvo = "safety", Trump = "Sociopathic", or Chanel = "refined". |
| BRAND POLICE: |
| A manager or team responsible for strict compliance with the guidelines in a brand manual. |
| BRAND PORTFOLIO: |
| A suite of related brands; a collection of brands owned by one company. |
| BRAND PUSHBACK: |
| Marketplace resistance to brand messages or brand extensions, often leading to changes in brand strategy. |
| BRAND RECALL: |
A measurement of how strongly a brand name is connected with a category in the minds of an audience.
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| BRAND RECOGNITION: |
A measurement of how familiar a brand name is to an audience.
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| BRAND STEWARD: |
| A person responsible for protecting and developing a brand. |
| BRAND STORY: |
| The articulation of a brand as a narrative; a coherent set of messages that articulate the meaning of a brand. |
| BRAND STRATEGY: |
| A plan for the systematic development of a brand in alignment with business strategy. |
| BRAND TRACKING: |
A record of changes in brand awareness over time.
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| BRAND VALUATION: |
| The financial equity of a brand. |
| BRICKS AND CLICKS: |
A retail business model that combines a physical store with an e-commerce component.
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| BRICKS AND MORTAR: |
A retail business model with a physical store.
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| BROADCASTING: |
The electronic, one-way communication of audio or video content to a large audience.
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| BROWSER: |
A software program that allows a user to display and interact with websites on the Internet.
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| BULK EMAIL: |
Email messages sent to many people at the same time from a mailing list.
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| BUNDLE: |
A tying strategy in which the purchase of one product, element, or feature is conditioned on the purchase of another.
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| BUZZ: |
An elevated level of gossip or information-sharing about a person, product, service, event, experience, or organization.
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| BUZZWORD: |
A word or phrase that becomes fashionable, often at the expense of its original meaning.
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