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| BRANDING DICTIONARY OF TERMS |
| LANGUAGE LOCALIZATION: |
The process of adapting text or products for use in other countries or cultures.
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| LAYOUT: |
The positioning of elements or information within a larger work, such as a book, a computer file, or an architectural interior.
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| LEVERAGING: |
| In branding, borrowing from the credibility of one brand to launch another brand, subbrand, or co-brand; a brand extension. |
| LIFESTYLE MARKETING: |
An approach to marketing that defines target markets according to customer personas, brand tribes, and psychographics, as opposed to demographics.
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| LIGHTHOUSE CUSTOMER: |
An early adopter who draws attention to a new product or service.
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| LIGHT TV VIEWERS: |
Consumers who spend less time with TV and more time online (typically younger, educated, and more affluent).
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| LIKE BUTTON: |
A screen icon used in social media services that allows users to express approval and allows advertisers to target customers.
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| LIKERT SCALE: |
A method of assigning quantitative value to qualitative data to facilitate analysis and benchmarking (named for organizational- behavior psychologist Dr. Rensis Likert).
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| LINE EXTENSION: |
| In branding, the addition of one or more subbrands to a master brand; the expansion of a brand family. A marketing strategy that inevitably leads to weakening the original brand. Example: Snicker's Almond, Snicker's White Chocolate, Snicker's Mocha, Snicker's Raspberry. |
| LIVING BRAND: |
A brand that grows, adapts, and sustains itself by virtue of a healthy brand ecosystem.
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| LOCALIZATION: |
A counter-trend to globalization, in which economies, societies, and cultures are becoming more local.
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| LOCATION-BASED MARKETING: |
An array of tactics used to draw customers to local businesses, from simple local advertising to location detection with GPS technology.
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| LOCKUP: |
In trademark design, the fixed relationship between a name and symbol or other visual elements.
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| LOGO: |
An abbreviation of logotype, now applied broadly to mean a trademark.
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| LOGOTYPE: |
A distinctive typeface or lettering style used to represent a brand name; a wordmark.
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| LOOK AND FEEL: |
| A broad term to define the sensory experience of a branded product, environment, or communication. |
| LOSS LEADER: |
In marketing, a type of bait and hook pricing scheme that uses a subsidized or money-losing initial offer to encourage a steady stream of subsequent sales.
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| LOW-END DISRUPTOR: |
A disruptive innovation that serves the least valuable customer segment in an existing category.
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