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.
Intermediation, or letting other businesses get in the way of customers, can build a brand but put it in a poor strategic position. A middleman or an intermediary is someone with a business interest in taking a product, service or message from another business and delivering it to a customer. Read more…
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, is the quality of the product which is generally the same as the cost. The 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 is close to the first thing on the to-do list for an entrepreneur. But have 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 have been marketplaces to sell goods, there has been a need differentiate offerings from other 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 people are to the organization.) These numbers multiply together, so if one were negative, the 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 never heard of Coke.” What is Brand Awareness? Brand awareness is the number of 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 the purchase decision over to us, and then increase their brand loyalty. But we do Read more…
Brand Dilution definition verb. 1. making a brand have less meaning via overextension. “There is brand dilution when the Star Wars brand is on a dog collar.” What is Brand Dilution? Brand dilution is when brands are made less effective and less valuable through use on products that don’t fit the 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 vocabulary What is Visual Language / Design Language / Visual Vocabulary? Visual language is 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 allows our imagination to put us in that lifestyle, and associate ourselves with the cool Read more…