Marketing Glossary

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

Brand
A company's face to the world—not only its name, but also how that name is visually expressed through a logo and how that name and logo are extended throughout the organization's communications. The company’s brand is also how it is perceived—the associations and inherent value placed on the business by its various constituencies.

Brand Associations       
The feelings, beliefs and knowledge that consumers hold about a specific brand.

Brand Attributes
Functional or emotional associations that are assigned to product or company by its customers and prospects; the qualities a company wishes to stand for or have associated with its brand.

Brand CredoTM
A brand identity statement developed by Suasion Resources that articulates what a firm stands for in the marketplace— i.e., how it wishes to be perceived and the attributes it wants to have associated with the brand.

Brand EngineeringTM
Suasion Resources’ proprietary branding process, designed exclusively for the financial services industry. Brand Engineering employs a highly focused and market-driven approach to create a strong brand identity and manage marketplace perceptions.

Brand Equity
The perceived value and quality of a brand as measured by the level of brand loyalty, awareness and strong positive associations the brand has engendered in its target market.

Brand Essence
A brand’s promise expressed in simple terms that are rooted in a fundamental customer need or desire (e.g. Volvo = safety).

Brand Extension
A new product or service that is related to an existing brand, but that offers different features/benefit and/or appeals to a different target segment.

Brand Identity
The outward expression of the brand, including its name and visual appearance, brand identity symbolically communicates the brand's key attributes and its competitive differentiation.

Brand Loyalty
Consumers’ consistent preference for and/or purchase of the same brand in a specific product or service category.

Brand Personality
The distinguishing characteristics of a brand described in terms of human characteristics—e.g., warm, friendly, sophisticated, etc.

Brand Positioning
Strategies employed by a brand to occupy a specific, clearly defined niche in the competitive environment. Positioning addresses every element of the marketing mix—e.g, messaging, market segmentation, brand imagery—to manage perceptions in the target market.

Brand Prominence
The presence of a brand in the media in relation to the competition.   

Branding 
The process of developing and communicating brand attributes and brand identity to build marketplace awareness and acceptance in order to meet sales and revenue goals.