Brand & Marketing Terms

Whilst reviewing some bits, I came across an early guide for understanding brand & marketing terms. I'll be honest, and cannot remember where this came from (so apologies to the original author), but I didn't want that to stop me sharing it with you, as I thought it might be useful to some of you.

1. A Brand: is more than a name or logo and represents more than the product itself -represents the promise of attributes which may be tangible or invisible, rational or emotional, which represents value to its stakeholders.
2. Brand Architecture: a framework describing the relationships and/or hierarchy that exist among a company's brands and satellite (or sub-) brands that are to be supported.
3. Brand Elasticity: the flexibility of a brand to "stretch" beyond its initial product or service association (e.g., the Walkman brand is elastic enough to represent more than just the cassette-based portable music player product that introduced it).
4. Brand Equity: all the tangible and intangible assets (or liabilities) that build (or diminish) the value of a brand for its stakeholders.
5. Brand Extension: a new product or service which is introduced by using an existing brand name and leveraging the existing brand's equity (e.g., introducing our new digital music player as Network Walkman vs. creating an entirely new name).
6. Brand Hierarchy: a stratified approach to organizing brands based on their strategic importance to the company and a critical first step in developing brand architecture.
7. Brand Identity: consistent cues (visuals, sounds, etc.) that allow users to recognize a brand instantly.
8. Brand Image: the way a brand is perceived and experienced, based on all the information, rational and emotional, that stakeholders have about it.
9. Brand Loyalty: the extent to which consumers buy or use the brand vs. alternatives - developed over time based on consumers' emotional connection to and satisfaction with the brand.
10. Brand Personality: the way a brand presents itself to and relates to consumers - the way a brand behaves.
11. Brand Positioning: the perceived unique place in consumers' minds that leverages a brand's positive equities and provides differentiation from other brands and competitive advantage over them.
12. Brand Spirit: the attitude of the brand that differentiates it from others and creates the way a brand behaves.
13. Brand Stakeholder: any person(s) who has a concern or interest in the brand, including consumers, employees, stockholders, and business partners.
14. Brand Style: the differentiating way a brand expresses itself.
15. Brand Valuation: the estimation of the financial value of a brand, calculated by:
    
    -  identifying and aggregating the earnings stream of each product market using the brand name,
    -  subtracting earnings attributable to fixed assets like plants and equipment and other intangibles like people, systems, processes or patents,
    -  and then capitalizing the remaining earnings.
    
    
16. Brand Vision: a guiding light for the way a brand aims to change the world for the better.
17. Core Belief: the single most essential and enduring principle of the brand that embodies its purpose and essence.
18. CRM (Customer Relationship Management, also known as one-to-one marketing): a customer-focused business model in which a company establishes relationships with customers on an individual basis, and then uses the information it gathers to market to different customers differently.
19. Link Brand: a sub-brand that "pulls" the brand portfolio together within an organic brand architecture -- working both within and across platforms to allow integration and functionality (i.e. Memory Stick® digital storage, Psyc™ personal audio products, Sports® players and recorders, etc.).
20. Logo (or logotype): a symbol, graphic or mark legally registered for use by a single company usually to designate a brand and differentiate it from competitive offerings - one element in a brand's visual identity system (which can also include typeface, graphics, imagery, etc.).
21. Manifesto: a declaration of an organization's values and aspirations intended to drive insight and/or change.
22. Marketing Communications: is more than just advertising -- is any type of communication intended to support marketing activities including communications and materials for direct response or one-to-one, relationship-building experiences, interactive media, merchandising, point of sale, brochures, promotions, packaging, dealer kits, etc.
23. Marketing: activities which accomplish a company's objectives by anticipating customer needs and directing a flow of need-satisfying products and services to customers.
24. Organic Branding: a new, flexible model of brand architecture that illustrates the interrelationship of brands and provides space for a brand's growth through elasticity.
25. Satellite Brand: a sub-brand that is endorsed by the master brand and shares equity and value with the master brand, but also contributes equity back to the master brand by modifying the associations of the master brand in a specific context.
26. Segmentation: the grouping of people with similar characteristics to facilitate identifying the target audience.
27. Target Audience: a homogeneous group of consumers to whom a company wishes to appeal.
28. Trademark: words, symbols or marks which are legally registered for use by a single company usually to designate a brand and protect it from becoming a generic term (e.g., Kleenex® tissue, Xerox® copy machines). 

If you have more that you think need adding, then feel free to do so - again if you think you have a better definition than any of those above, then again add your comments.

Finally, if you come across this and recognise these words as your won, then please let me know so I can credit you properly.

FACEBOOK TAUNTS FROM JAIL, E-ASBOS AND MY THOUGHTS !!!

I’ve not written in a while but I’d like to discuss something topical and close to my heart – Manchester United’s appearance in Carling Cup Final on 28th (just got my tickets!!)

No – it’s about Families Utd’s call for an E-ASBO. I know from working with the families (and others in this sector) that they are ordinary everyday people with an incredible honesty, drive and dignity who deserve support. To have the people who murdered your child be able to have contact in any way is deeply upsetting and hurtful.



However putting personal emotions aside, the recent news that Facebook have agreed to remove 30 pages and Jack Straw promised changes to support this initiative are great examples of what can be done.

The excellently organised and efficiently responsive reaction from the whole team involved with Families Utd  proves that change for good can happen – as long as the collective will is there, which in this case it obviously was.

It was a victory for common sense and the little man, but what has interested me about the debate has been the public reaction from around the world. From Shanghai to Australia to America – the world has had its say.

The debate inevitably revolves around prison conditions – what should prison be?

Should they be a place for hard reflective time or one for rehabilitation?
Should they have access to game consoles, Sky TV, computers etc, whilst many decent honest people cannot afford such luxuries?

I think that a real 360 approach is needed on this specific issue. I don’t believe in censorship, but I do believe in protection. I think that Families Utd’s call for an E-ASBO is the right call – a blanket restriction on electronic usage much like the physical restrictions in a normal ASBO

I know its not fool proof, but it is a step. Further steps are needed and I think that Facebook, in this case, (where are the rest – Twitter, Bebo etc) can lead the way - if some creative technical energy can be put into addressing abuse/bullying issues then great. I mean it can’t be that hard to roughly locate the GPS co-ordinates if a mobile phone is used to upload content – a clear paper trail and proof for extending sentences.

We need to accept technology is here, and work together, not against it so we remain in control.

I also like Jack Straw’s approach to improving search/scanning equipment in prisons combined with restrictions that affect parole/probation periods. The only way to get rid of bullys is to stand up against the them and, as I said previously,  it is a small important victory which reeks of common sense.

I would love to know what you think – please spend a minute recording your honest view on what you’ve read – or alternatively (if you agree) join the campaign by either signing the E-petition here or joining the Facebook Group here.

I'll leave the last word to Barry Mizen speaking on ITN