Branding Terms

brand

A brand is a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."

family brand

A brand that is used on two or more individual products. The product group may or may not be all of that firm's product line. The individual members of the family also carry individual brands to differentiate them from other family members. In rare cases there are family brands that have as members other family brands, each of which has individual brands. Automobiles fit the latter situation, as with Oldsmobile (family) Cutlass (family) Ciera (individual).

brand penetration

Brand penetration occurs when a company enters/penetrates a market in which current products already exist.

brand extension

A product line extension marketed under the same general brand as a previous item or items. To distinguish the brand extension from the other item(s) under the primary brand, one can either add a secondary brand identification or add a generic. Thus an Epson FX-85 printer is an extension of Epson that used the secondary brand of FX-85, while Jello Instant Pudding is an extension of the Jello brand that uses a generic term. A brand extension is usually aimed at another segment of the general market for the overall brand.

generic brand

A product that is named only by its generic class (e.g., drip-grind coffee, barber shop). Other products have both an individual brand and a generic classification (Maxwell House drip-grind coffee, Maurice's barber shop). Generic brand products are often thought to be unbranded, but their producer or reseller name is usually associated with the product, too. This approach is usually associated with food and other packaged goods, but many other consumer and industrial products and services are marked as generics.

brand indifference

A purchasing pattern characterized by a low degree of brand loyalty.

brand-switching matrix

A two-way table that indicates which brands a sample of people purchased in one period and which brands they purchased in a subsequent period, thus highlighting the switches occurring among and between brands as well as the number of persons who purchased the same brand in both periods.

brand contacts

Any information bearing experience that a customer or prospect has with the brand, the product category, or the sponsoring organization that relates to the marketer's product or service.

brand management organization

Product managers or brand managers are responsible for developing marketing plans, coordinating implementation of the plans by the functional departments, and monitoring performance of their assigned products. Product managers report to the marketing manager unless there are large numbers of them, in which case they report to an intervening level of supervision such as the group product manager or category manager. The terms product management and product manager are interchangeable with brand management and brand manager. Comment: The advantage of this form of organization is that each product receives the full attention of one person responsible for its success. The disadvantage is that the product manager has no authority over the functional departments that design, produce, finance, distribute, sell, and service the product. Yet the system works well enough that it is widely used by multiproduct companies.

brand decision

The different buying situations a buyer would face in the course of purchasing a product or service to satisfy a need. Three buying decisions can be distinguished: (1) product decision, deciding on which product(s) will be purchased with available resources; (2) brand decision, deciding on which brand(s) will be purchased among competing brands of the same product; and (3) supplier decision, deciding on which supplier(s) will be patronized among competing suppliers

brand label

The information attached to or on a product for the purpose of naming it and describing its use, its dangers, its ingredients, its manufacturer, and the like. A label is usually thought of as printed material, but labeling in the broader sense has been ruled to include spoken information and separate promotional pieces, if they serve the information purpose and are closely allied to the product.

brand image

The perception of a brand in the minds of persons. The brand image is a mirror reflection (though perhaps inaccurate) of the brand personality or product being. It is what people believe about a brand-their thoughts, feelings, expectations.

Brand Reputation

The position a company brand occupies.

brand decision model

The quantitative models of a process that are calibrated by examining subjective judgments about outcomes of the process (e.g., market share or sales of a firm) under a variety of hypothetical scenarios (e.g., advertising spending level, promotion expenditures). Once the model linking process outcomes to marketing decision variables has been calibrated, it is possible to derive an optimal marketing recommendation (Little 1970; Chakravarthi, Mitchell, and Staelin 1981; Little and Lodish 1981). Examples for advertising decisions include ADBUDG, ADMOD, and MEDIAL. Examples for overall brand/product decisions are BRANDAID and STRATPORT. Examples for salesforce decisions include CALLPLAN and DETAILER

Brand and Branding

"A brand is a customer experience represented by a collection of images and ideas; often, it refers to a symbol such as a name, logo, slogan, and design scheme. Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service, both directly relating to its use, and through the influence of advertising, design, and media commentary." (Added definition) "A brand often includes an explicit logo, fonts, color schemes, symbols, sound which may be developed to represent implicit values, ideas, and even personality."

brand loyalty

1.The situation in which a consumer generally buys the same manufacturer-originated product or service repeatedly over time rather than buying from multiple suppliers within the category. 2.The degree to which a consumer consistently purchases the same brand within a product class.

brand positioning

1.The way consumers, users, buyers, and others view competitive brands or types of products. As determined by market research techniques, the various products are plotted onto maps, using product attributes as dimensions. This use of product positioning is perceptual, not necessarily valid as based on measured product attributes. Historically, the competitive product positionings were based on sales rank in the market, but this limited perception has long since given way to the full range of product assessments, including psychological ones. (2) For new products, product positioning means how the innovator firm decides to compare the new item to its predecessors. For the new item, the mental slates of persons in the market place are blank; this is the only chance the innovator will have to make a first impression. Later, after the introduction is over, the earlier definition of positioning will take over, as persons make their own positioning decisions. (3) For both new and established products, a product's positioning may be combined with a target segment to integrate the marketing tool decisions. Its earlier use exclusively in advertising is no longer appropriate.

Brand Tribe

A brand tribe is a formal or informal group of consumers whom share the same awareness, passion and loyalty for a brand or a portfolio of brands. Brand tribes can be identified as strong drivers of brand strengths for many international brands like LEGO, Bang & Olufsen, Nike, Giorgio Armani, Banyan Tree Hotels and Resorts, Singapore Airlines, Timberland and many other unique brands. The consumer decision process involves brand attributes and brand associations, which are largely image driven, intangible and symbolic. The group as a social institution serves as an important part of these consumer decisions as the importance and strengths of intangible brand attributes and brand values are related to how these factors are perceived and ranked in a group or clusters of groups of which the consumer is part of.

BRANDAID

A decision support system for determining the marketing mix for a particular brand. The model has submodels dealing with advertising spending level, price, and salesperson effort (i.e., dollars per customer per year). Its parameters can be calibrated by combining historical data (e.g., on sales, market share, advertising spending, etc.) with structured subjective judgments (Little 1975).

Brand Lift

A measurable increase in consumer recall for a specific, branded company, product or service. For example, brand lift might show an increase in respondents who think of Dell for computers, or WalMart for "every household thing."

brand development index (BDI)

A measure of the extent to which the sales of products in a market category have captured the total potential in a geographical area, based on the population of that area and the average consumption per user nationally. The brand development index is usually calculated for separate metropolitan areas, and is used to determine high-potential (underdeveloped) areas for new product entries or for primary demand promotions.

brand switching

A purchasing pattern characterized by a change from one brand to another.

brand awareness

Brand awareness is a marketing concept that enables marketers to quantify levels and trends in consumer knowledge and awareness of a brand's existence. At the aggregate (brand) level, it refers to the proportion of consumers who know of the brand.

brand equity

Brand equity is a phrase used in the marketing industry to try to describe the value of having a well-known brand name, based on the idea that the owner of a well-known brand name can generate more money from products with that brand name than from products with a less well known name, as consumers believe that a product with a well-known name is better than products with less well known names.

Brand Messaging

Creative messaging that presents and maintains a consistent corporate image across all media channels, including search.

branded merchandise

Goods that are identified by brands. This contrasts with generic brands, which are identified only by commodity type.

brand choice

The selection of one brand from a set of alternative brands.

brand name (2)

Name used to distinguish one product from its competitors. It can apply to a single product, an entire product line, or even a company.

Brand Mapping

Often used to describe a set of techniques designed to represent brands and their similarities in a visual "brand space". Useful for providing highly intuitive representations in order to position brands on dimensions critical to consumer perceptions in that brand space, a variety of simple to complex statitsical methodologies can be used to create them. Some of the latter include multi-dimensional scaling, factor or cluster analytical methods, and conjoint analysis. Usually these techniques result in brands being mapped on 2 to 3 dimensions. Two dimensional maps are the most popular as they are most easily understood and interpreted by clients. There is also substantive agreement that consumers use only a limited number of separate (though sometimes complex and integrative) concepts to assess brands

brand preference

One of the indicators of the strength of a brand in the hearts and minds of customers, brand preference represents which brands are preferred under assumptions of equality in price and availability.

Branding Strategy

The attempt to develop a strong brand reputation on the web to increase brand recognition and create a significant volume of impressions.

brand mark

The brand mark is that part of a brand name that cannot be spoken. It most commonly is a symbol, picture, design, distinctive lettering, color, or a combination of these.

brand name (1)

The brand name is that part of a brand that can be spoken. It includes letters, numbers, or words. The term trademark covers all forms of brand (brand name, brand mark, etc.), but brand name is the form most often meant when trademark is used.

brand equity

The value of a brand. From a consumer perspective, brand equity is based on consumer attitudes about positive brand attributes and favorable consequences of brand use.

brand choice models

These stochastic models of individual brand choice focus on the brand that will be purchased on a particular purchase occasion, given that a purchase event will occur. This type of model includes Bernoulli processes and Markov models. Models in this category vary in their treatment of population heterogeneity, purchase event feedback, and exogenous market factors.

brand personality

This is the psychological nature of a particular brand as intended by its sellers, though persons in the marketplace may see the brand otherwise (called brand image). These two perspectives compare to the personalities of individual humans: what we intend or desire, and what others see or believe.

brand generic

This is the second half of a product's identifying title. Brand is the first half, and identifies one seller's version, while the generic is the second half and identifies the general class of item. [Example: Jello (brand) gelatin dessert (generic)]. This is not to be confused with generic brand (such as on some low-price items in supermarkets), for which there is no individual brand.

line family branding

Using a family brand to cover only some of a firm's products. It contrasts with those cases where the term family brand is used only to designate the firm's entire product line.

individual branding

Using separate brands for each product, without a family brand to tie them to other brands of that firm. Individual brands are used when the products are different physically, are of different quality levels, are targeted for different users or uses, or vary in some other way that might cause confusion or loss of sales if brought together under a family brand umbrella.