Branding Definitions

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.

Peer Influence and Marketing. Two peers holding hands on a train track.

Peer Influence in Marketing

Peer influence is how the behavior of the people around us impacts our own behavior. When it comes to marketing, purchasing is the behaviour that marketers try to influence, as well as the actual use of the product. Therefore peer influence in marketing is how the behavior of others influences our likelihood to buy and use a product.

The Nike brand is associated with running, training, sports, and shoes.

What is a Brand Association?

Brand associations are the mental connections between a brand and people, places, things, and emotions. These associations may turn people to or away from your brand. Being mindful and strategic about them will build brand equity efficiently.

What is Brand Dilution?

Have you watched a brand you love just mean less and less? A tragic tale! Brand dilution is the act of making a brand weaker via overuse. When a product doesn’t meet its brand promise, the brand loses it’s meaning