3.07 BRAND PROMISE VOCAB

Brand Promise

A business's (typically unspoken) agreement with customers that it will provide them with a unique benefit and consistently meet their expectations

Logo

A distinctive symbol, design, or group of letters

Slogan

A phrase that is easy to remember

Brand

All the combined impressions and experiences associated with a particular company, good, or service

Touch Point

Any interaction between a business and a customer or a potential customer

Publicity

Any nonpersonal presentation of ideas, goods, or services that is not paid for by the company or individual which benefits from or is harmed by it

Advertisement

Any paid form of nonpersonal presentation of ideas, images, goods, or services

Credible

Believable

Brand Loyalty

Customers' allegiance to a particular brand.

Word-of-mouth Marketing

Promotion and publicity for a business provided by customers who tell others of their satisfaction with the business

Brand Awareness

The extent to which customers are familiar with a brand

Branding

The ongoing decision-making process about the use of brands

Brand Personality

The projection of a brand that encompasses its values and emotional connections with consumers

Organizational Culture

The values and ideals that an organization encourages among it employees; also called corporate culture

Corporate Culture

The values and ideals that an organization encourages among its employees; also called organizational culture

Authentic

genuine; sincere; not fake