Marketing/Branding Vocabulary

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What is a brand? Brands are what make companies and products stand out from the crowd. They have an essence, or spirit, and values that make them worthwhile to the customer.

To develop a successful brand, you need to know about your demographics and the tangible and intangible benefits your products bring to your customers.

Need to know how well your brand is being received? Focus groups of consumers can give information on brand awareness and brand recognition.

It's also important to think about how your company and brand will be presented visually. So you need to think about your brand's trademark or logo, the symbols that represent the brand.

Similarly, think about corporate identity and brand identity, two factors that help your customers see you and your products.

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A brand is what sets a company or its products and services apart from its competition.

This includes the way it's presented to the public, customers' expectations and experiences with the brand, and the way it's perceived by others.

McDonald's brand incorporates the concepts of fast food, fun, convenience, and variety.

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Brand essence refers to the fundamental spirit of the brand - what connects a brand to customers - expressed in a simple, concise, phrase.

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Brand values are the aspects of a brand that bring value to the customer.

This value is why the customer chooses the brand.

Driving a BMW can make someone feel successful and luxurious. These feelings are part of the brand's value.

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Demographics refers to information about customers, such as their age, education level, and where they live.

eg, In october 2009, InsideFacebook.com reported demographic information about Facebook users. 29% of the uses were between the ages of 18 and 25.

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Something is tangible if it has a physical form, something that can be perceived through one of the five senses.

In marketing tangible often refers to direct benefits customers can receive from a brand.

eg, Starbucks customers who participate in its rewards program can receive tangible benefits like free coffee drinks and wi-fi access.

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Something that is intangible does not have a physical form that can be perceived through the senses.

Are conceptual, like a certain feeling you get when buying a product or using a service.

eg, The peace of mind that comes from driving a Volvo is one of the intangible benefits of the brand.

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A focus group is a small group of people that represents a target demographic.

The group discusses products and services so that companies can learn more about what their customers' value.

The company used data from focus groups to decide the name of their new product.

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When customers recognize a brand and connect it with a company's products, they're showing brand awareness.

eg. As it's new to the United States, the Chinese sportswear company Li Ning is still developing brand awareness among Americans.

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When customers show that they know about a brand when asked specifically about it, they're showing brand recognition.

eg. Toblerone's unique packaging and strong promotion in duty-free shops add to its brand recognition.

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A trademark or logo is a graphic symbol that represents the brand.

Words, phrases and sounds can also be trademarks.

eg. The swoosh is a trademark of Nike.

eg. Apple's logo is an apple with a bite taken out of it.

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A company's corporate identity is the way it presents itself visually to the public.

These visual elements can include color schemes, logos, words, building architecture, interior design, uniforms, and printed materials.

eg, To show its corporate identity, Mobil Oil consistently displays the word Mobil in the same text and colors on all of its signs and uniforms.

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