Understand the terms marketers use when discussing brands. These will not only teach you the language but give you a better perspective on brand marketing.
A vertical branding strategy strives for better products, while horizontal branding strategy pushes for different. Vertical Branding Strategy Horizontal Branding Strategy I visualize it as cartesian access (see below). The vertical access, i.e. the y-axis, Read more…
Brand marketing is an approach to communications, sales, product, and service that grows the asset of brand equity. You may be asking: The idea that every company needs a logo is nearly universal. The logo Read more…
The definition of brand identity (or corporate identity): the collection of designs that represent an organization to customers. You may be asking: Brand Identity is what designers contribute to the brand. As long as there Read more…
Negative Brand Equity Let’s get theoretical. Brand equity means the monetary value of a brand. Brand equity breaks down into brand awareness (how many people know about a brand) and brand depth (how valuable those Read more…
Brand Awareness definition noun. 1. the number of people who know about an organization, person, product or concept. “the brand awareness of Coca-cola is high; you would be hard-pressed to find a person who has Read more…
The Brand Cycle is a helpful framework for your customers’ journey through your brand. The brand cycle is a way of thinking of your customer’s journey. Our goals in branding are focused on leading Read more…
Brand Dilution definition verb. 1. the act of making a brand weaker via overuse. “There is brand dilution when the Star Wars brand is on a dog collar.” What is Brand Dilution? Brand dilution is Read more…
Visual Language definition /ˈviZH(o͞o)əl/ /ˈlaNGɡwij/ noun. a consistent aesthetic, both overall and in details, between a family of products. “the Mazda 3 share a visual language with the Shinari concept car.” synonyms: design language, visual Read more…
Some of the most powerful brands are based on lifestyles that we aspire to. Most of us, including me, live pretty boring lives; enjoyable, lovely, but boring. But wearing a t-shirt, scent or hand bag Read more…
The definition of brand scope or brand frame of reference is what customers expect from your brand. Have you had an experience like this? Let me know in the comments. I was shopping at Costco Read more…