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| BRANDING DICTIONARY OF TERMS |
| PAID MEDIA: |
Brand communications delivered through paid advertising channels, as opposed
to earned media.
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| PANCOMMUNICATION: |
A societal state in which everything and everyone is conveying content and meaning in all possible combinations.
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| PARABLE: |
| In communication design, a statement or comment that conveys a meaning indirectly by the use of comparison, analogy, or the like; an allegory. Often used in the creation of a brand's narrative. |
| PARALLEL EXECUTION: |
The process by which separate creative teams collaborate simultaneously rather than sequentially.
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| PARALLEL THINKING: |
A brainstorming technique in which all members of a group think in the same direction at the same time.
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| PARENT BRAND: |
The founding member of a brand family.
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| PARETO PRINCIPLE: |
The observation by economist Vilfredo Pareto that 80% of effects often come from 20% of the causes.
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| PAY PER ACTION: |
In online advertising, a pricing model in which the advertiser pays only for specified customer actions such as making a purchase or filling out a form.
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| PAY PER CLICK: |
In online advertising, a pricing model in which an advertiser pays the publisher only when a visitor clicks on an ad.
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| PERCEPTION: |
| An impression received through the senses; a building block of customer experience. |
| PERCEPTUAL MAP: |
In marketing, a diagram of customer perceptions showing the relationships between competing products, services, or companies, usually in two dimensions.
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| PERMANENT MEDIA: |
| Environmental brand messages that last for years, such as architecture or signage. Ex. "Heinz Stadium" in Pittsburgh or "Minute Made Park" in Houston. |
| PERMISSION MARKETING: |
The practice of promoting goods or services with anticipated, personal, and relevant messages.
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| PERSONAS: |
In marketing, imaginary characters that represent potential users or target markets for a product or service.
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| PHISHING: |
An unethical and often illegal attempt to steal users’ information with emails simulating the brand identity elements of real companies.
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| PLANNED OBSOLESCENCE: |
A policy of designing a limited life span into a product so that customers are forced to replace it or purchase a “new, improved” version.
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| PLASTICITY: |
| In branding, the ability of a company, service, product or experience to adapt, grow and evolve over time, as markets and technologies change, while remaining consistent with its core brand ideology. |
| PLATFORM: |
In business, a foundational framework for building a product line, technology, or brand.
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| POP-UP STORE: |
A store that occupies a small retail space one day and disappears the next, designed to either create buzz or ignite a buying frenzy.
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A neologism made from two morphemes, commonly used for creating brand names. Examples include Agilent (Agil-ent), Dumpster (Dump-ster), Gatorade (Gator-ade), Microsoft (Micro-soft), Motorola (Moto-rola), Polaroid (Polar-oid) and Thermos (Ther-mos).
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| POSITIONING: |
The process of differentiating a product, service, or company in a customer’s mind to obtain a competitive advantage.
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| POTEMKIN BRAND: |
A fake brand; refers to the mythical Potemkin villages, which were facades designed to impress Catherine the Great as she passed through Crimea.
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| POWER LAW: |
A mathematical relationship that describes the distribution patterns of natural and man-made phenomena, such as the long tail of online merchandising.
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| PREFERENTIAL ATTACHMENT: |
In social networks, the tendency for people with more connections to attract even more connections.
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| PRESEARCH: |
In marketing, preliminary research to frame the research to follow.
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| PRICE SENSITIVITY: |
The degree to which demand goes up or down in response to a change in price.
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| PRICE WAR: |
A case of one-upmanship in which multiple competitors lower their prices to gain a temporary advantage or defend their market share.
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| PRICING MODEL: |
A pricing formula designed to deliver a strategic advantage.
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| PRIMACY EFFECT: |
A cognitive bias in which first impressions tend to be stronger than later impressions, except for last impressions.
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| PRIME PROSPECT: |
A high-value customer in a given target market.
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| PRIVATE LABEL: |
A store-branded product that competes, often at a lower price, with widely distributed products; a store brand as opposed to a national brand or name brand. Examples: 365 from Whole Foods, Member's Mark from Sam's Club, or Bitz from Oxxo).
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| PRODUCT DESIGN: |
A branch of industrial design aimed at developing commercial products.
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| PRODUCT PLACEMENT: |
| A form of paid advertising in which brands — products and trademarks — are inserted into non-advertising media such as movies, television programs, music, and public environments. |
| PROFIT MOTIVE: |
The financial incentive for investing capital, time, or effort in a business.
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| PROGRAMMATIC BUYING: |
In advertising, an algorithmic bidding system for targeting individual consumers instead of aggregate audiences.
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| PROMISE: |
In branding, a stated or implied pledge that creates customer expectations and employee responsibilities, such as FedEx’s on-time guarantee.
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| PROSUMER PRODUCT: |
A product or service that combines professional-level features with consumer usability and price.
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| PROTOTYPE: |
| a model, mockup, or plan used to evaluate or develop a new product, service, environment, communication, or experience. |
| PROVENANCE: |
A historical connection that lends authenticity or credibility to a company or product. Examples: Plymouth (Plymouth Rock) and Bank of Gibraltar, Getty Images (Getty Oil & John-Paul Getty), and The Rockefeller Foundation (John D. Rockefellor).
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| PROXIMITY MARKETING: |
A form of marketing communications that makes location-based marketing more local using technologies such as GPS, NFC, or Wi-Fi.
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| PROVERB: |
| In language, a short popular saying, usually of unknown and ancient origin, that expresses effectively some commonplace truth or useful thought, an adage. A tactic used by brand naming specialists. |
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The study of personality, interests, values, and lifestyles often used to define market segments.
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| PULL MARKETING: |
A marketing strategy that motivates customers to seek out a product or service.
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| PURE PLAY: |
A company with a single line of business; a brand with a high degree of focus. Examples: McDonalds (hamburgers), Microsoft (software), Subway (sub-sandwiches), Starbucks (coffee), Tesla (electric cars), Twinings (tea).
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| PURPOSE: |
In systems thinking, the overriding goal that determines how the system should behave.
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| PURPOSE MOTIVE: |
In management, an organization’s reason for existing beyond making a profit.
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| PUSH MARKETING: |
A marketing strategy that brings an offer to a potential customer proactively.
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