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| BRANDING DICTIONARY OF TERMS |
| DEMAND ELASTICITY: |
In marketing, the sensitivity of sales patternsto a change in price.
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| DEMOGRAPHICS: |
Statistical data on populations, including categories such as age, ethnicity, gender, marital status, income, and education level; an approach to defining a market segment.
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| DESCRIPTOR: |
In brand communications, a term that describes the category in which the brand competes, such as “fluoride toothpaste”or “online bank.”
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| DESIGN: |
The discipline or process of changing an existing situation to a preferred one.
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| DESIGNER: |
Anyone who uses the design process to change an existing situation to a preferred one.
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| DESIGN MANAGEMENT: |
The practice of integrating the work of internal and external design teams to align brand touchpoints with strategic goals.
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| DESIGN PROCESS: |
A method or framework for the execution of a creative project.
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| DESIGN RESEARCH: |
Customer research on the experience and design of products or communication elements, using qualitative, quantitative, or ethnographic techniques.
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| DESIGN TARGET: |
The ideal customer for a product, usually an extreme user.
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| DESIGN TEAM: |
A collaborative group formed to work on certain types of creative projects or to solve a specific creative problem.
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| DESTINATION BRANDING: |
The process of creating a brand for a place — a city, state, country or region. Driven by three main factors, which represent the fundamentals of a destination: reputation, identity and perception. Reputation is the sum of the beliefs or opinions about the destination, it needs to be built, protected, maintained and changed, if needed, over time. Examples: Costa Rica - "Pura Vida", Silcon Valley - "Disrupt", Texas - "The Lone Star State", Turkey - "Go Türkiye", U.A.E. - "Make it Happen".
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| DIFFERENTIATION: |
The process of establishing a unique market category to increase profit margins and avoid commoditization; a central principle of positioning.
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| DIGITAL NATIVE: |
A person immersed in the Internet from a very early age.
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| DIGITAL WALLET: |
A software program that lets users make commercial transactions electronically; an e-wallet.
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| DISPLAY ADVERTISING: |
A type of web advertising that can accommodate text, images, logos, and other elements in the same space.
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| DISRUPTIVE INNOVATION: |
A new product, service, or business that upsets and redefines a market.
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| DISSONANCE: |
In branding, the disagreement or incongruity between a brand's original promise and the brand's actual promise; between a brand's perception and reality. Example: Facebook's vow to never sell online advertising; Apple's promise to never sell personal information to third-parties, the Republican Party's promise to never use its technologies to spy on U.S. Citizens.
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| DISTRIBUTION: |
In business, the provision of goods and services to customers through a distribution channel.
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| DISTRIBUTION CHANNEL: |
A method for moving goods or services from a factory to a supplier, a supplier to a retailer, or a retailer to an end customer.
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| DOMAIN: |
In marketing, the largest possible category in which a product, service, or company competes; a broad area of expertise.
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| DRIVER BRAND: |
In a brand portfolio, the brand that drives a purchase decision, whether a master brand, subbrand, or endorser brand.
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| DRIVER FEATURES: |
Brand attributes that are both important to customers and highly differentiated from those of competitors.
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