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| BRANDING DICTIONARY OF TERMS |
| MALL INTERCEPT: |
An insight-gathering technique in which researchers interview customers in a store or public location; a one-on-one interview.
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| MANIFESTO: |
A declaration of principles or intentions that challenge the status quo; a provocative mission statement.
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| MARKETING: |
The process of developing, promoting, selling, and distributing a product or service.
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| MARKETING AESTHETICS: |
Perceptual principles used to enhance the feelings or experiences of an audience.
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| MARKET MIX: |
The relationship of key factors such as the four Ps in a marketing plan.
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| MARKET PENETRATION: |
The market share of one product, service, or company compared to others in the same category.
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| MARKET POSITION: |
The ranking of a product, service, or company within a category, sometimes calculated as market share multiplied by the level of awareness.
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| MARKET RESEARCH: |
The study of markets and customers to define opportunities, identify preferences, discover needs, measure awareness, and gain insight, among other goals.
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| MARKET SEGMENT: |
A group of people who are likely to respond to a given product or marketing effort in
a similar way.
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| MARKET SHARE: |
The percentage of sales in a given category, usually calculated using as the number of units sold or the value of units sold.
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| MARKET SHARE: |
The percentage of sales in a given category, usually calculated using as the number of units sold or the value of units sold.
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| MASS MEDIA: |
Media channels designed to reach a large audience, traditionally through one-way communications.
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| MASTER BRAND: |
The dominant brand in a line or across a business to which subbrands can be added; a parent brand.
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| MAXIM: |
In communication design, an expression of a general truth or principle, especially an aphoristic or sententious one; a principle or rule of conduct. Often used in creating a brand's core ideology, brand mission or code of ethics statement.
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| MEDIA: |
The channels through which content and messages are delivered, such as the Internet, television, printed publications, direct mail, and outdoor posters.
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| MEDIA ADVERTISING: |
One-way communications designed to sell, persuade, or create awareness of a brand through public communication channels.
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| MEDIAGENIC: |
Particularly attractive or appealing in the news media.
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| MEDIA MIX MODELING: |
The use of statistical analysis to optimize the relationship of various media in an advertising campaign.
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| MEME: |
A thought, belief, or behavior that reproduces and spreads like a virus through a culture, such as "Where's the beef?", "Black Lives Matter, "MAGA", or "Yolo".
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| MESSAGE: |
A piece of communication with a single purpose.
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| MENTAL MODEL: |
| A conceptual image of an experience, environment, process or system that provides better understanding or predictive value. |
| MESSAGE ARCHITECTURE: |
A hierarchy of messages communicating the key value propositions of a brand.
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| METADATA: |
Data about data, such as its purpose, authorship, network location, time code, or date of creation, usually hidden.
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| METATEAM: |
| A large team made up of smaller specialist teams; in marketing, an IMT (Integrated Marketing Team) or virtual agency. |
| ME-TOO BRAND: |
| A product, service, or company that copies the practices of a more successful competitor. Examples: Sprite's attempt to copy 7up. Mr. Pibb's attempt to copy Dr. Pepper, etc. |
| MICROPAYMENT: |
An online financial transaction involving only a few dollars or, potentially, fractions of a cent.
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| MINIMUM VIABLE PRODUCT: |
In industrial design, a prototype that has the least number of features and capabilities needed for real-world testing.
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| MISNOMER: |
In language, a misapplied or inappropriate name or designation; an error in naming a person or thing. Examples: Funny Bone, Jellyfish, Butterfly and White Chocolate.
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| MISSION: |
In organizational strategy, a 5- to 20-year plan to fulfill a purpose.
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| MISSION STATEMENT: |
A concise statement of the core purpose or aspirations of an organization.
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| MMM: |
Marketing Mix Modeling, or the use of statistical analysis to estimate the impact of various marketing tactics on sales or brand awareness.
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A technique for remembering one thing by associating it with something else, from the Greek word mnemonikos, which means “memory aid.” Examples: WYSIWYG (What You See Is What You Get), DIY (Do It Yourself) and YOLO (You Only Live Once).
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| MOBILE APP: |
An app designed to run on mobile devices such as smartphones and tablets.
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| MOBILE PAYMENT: |
A financial transaction made on a smartphone or other mobile device.
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| MOBILE APP: |
An app designed to run on mobile devices such as smartphones and tablets.
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| MOBILE TAG: |
A barcode that can be decoded with an app on a smartphone or other mobile device.
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| MOOD BOARD: |
In design, a technique in which photographs or other materials are arranged on a board to determine the feeling or mood to be projected by a product, service, experience, or communication.
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| MORPHEME: |
The smallest unit of language that has meaning, often used by brand naming specialists to assemble coined words or neologisms (for example, Agilent, formed by combining the morphemes agil- and -ent).
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| MVT: |
Multivariate testing, a research method for comparing multiple factors, each with multiple conditions.
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