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Branding glossary

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Benchmarking: It is an in-depth study of your competitors to understand the strategies and the practices used by them.

Brand Ambassador: It is a person who acts as an ambassador of a brand promoting its values, services and products.

Brand Archetypes: They are a series of values, postures and procedures that characterize your brand, define it and create an emotional connection with your target audience.

Brand architecture: It involves the set of strategies and tactics carried out by a company to build and organize the portfolio of its brands.

Brand Assets: are those elements -such as logos, slogans, sounds, fonts, color palettes or even a mascot- that help identify a specific brand.

Brand Attribtes:It refers to those characteristics that describe in a certain way the intangible and tangible aspects of a brand.

Brand Audit: It is a very detailed process whose design aims to assess the image that your customers have of your brand’s performance.

Brand Awareness: It is a metric that measures how much and how a brand is recognized by consumers

Brand Equity: It is the additional value that a brand adds to a product offer.

Brand Experience: It is the interaction with all the elements of contact that a brand has with its audiences

Brand Exposure: The marketing strategy that allows projecting the image and reputation of a company

Brand Identity: Everything that integrates the aspects that sustain a brand, both in visual terms and in terms of experience and principles.

Brand Image: It is the perception that the public or consumers have about what your brand projects.

Brand Infuencer: Is a person who has a certain credibility on a specific topic and whose presence and influence on social media makes them an ideal influence of a specific brand

Brand Launch: It is the process that aims to introduce a new product to the market

Brand Licensing: It is an agreement in which an interested party (licensee) rents the rights of an intellectual property legally

Brand Loyalty: An indicator that describes the degree of attachment of a consumer to a certain product, service or company.

Brand Management: It is the analysis that is carried out of a brand to know how it is perceived by users.

Brand Personality: They are emotional characteristics and symbolic attributes that are associated with a brand and its behavior with its environment and target audience.

Brand Promise: They are the generated expectations that are fulfilled.

Brand Recognition: It is when you bring your brand and its message to the minds of consumers.

Brand Strategy: It is a detailed plan for successfully developing and marketing an organization’s products and services.

Branding: Is the process by which the corporate identity of a company is defined

Co-Branding: It is a marketing technique that consists of two or more brands collaborating to offer a single service or product for a limited time.

Color palette: It is a set or variety of colors commonly used to represent a concept.

Competitors: It is a group of companies that offer a similar service or product or that direct their actions to the same market segment.

Corporate Identity: It is the set of values that make up the general view of a company.

Corporate Image: It is the public’s perception of a company, the set of beliefs, attitudes, ideas, prejudices and feelings of consumers about the entity.

CRM – Customer Relationship Management: The goal of CRM is to improve business relationships for business growth. It is a digital system that consists of managing all the relationships and interaction that companies have with their clients and future clients with the purpose of improving those relationships and having business growth.

Culture: It is an expression of the people who work for the brand and their shared beliefs.

Customer Characteristics: As the name states, it infromes of the characteristics of the consumers.

Customer Service: It consists of providing all the advice to your consumer, before, during and after the purchase.

Demographics: It is the division of the market into smaller groups, this type of segmentation takes into account variables such as age, income, educational level, nationality, race, religion, occupation, etc.

Digital Media: The management of multi-channels of Media that focus on a common theme of marketing to translate the customer’s needs to communicate, into a visual product, to promote a Service or Product to Targeted group of Customers.

Endorsed Brand: It is a model where the corporate brand supports the other secondary brands.

EPI – Ethical Positioning Index: It is an index that measures how ethically the brand is positioned

FMCG – Fast Moving Consumer Goods: The goods that have a those that have a short useful life.

Focus Group: It is a small group of carefully selected participants who contribute to open discussions for an investigation.

Generic Brand: Refers to a type of product on the market that does not have a widely recognized name or logo because it is not usually advertised

Logo: It is a graphic design that represents the corporate image and visual identity of a brand.

Market Leader: It is the way we call the company, brand or product that has, objectively, a greater market share in its category.

Marketing It is the set of commercial techniques and procedures whose objective is to stimulate the demand for a good or a service.

Masterbrand: It is a parent brand that serves as the main starting point for the rest of its products.

Mission Statement: It is a short paragraph that describes what your business does and why it exists.

MVT – Multi-Variable Testing: They serve to discover the relative influence that each element has on the conversion compared to other elements of the web page.

Niche Marketing: It is a very specific part of a consumer group.

Outsourcing: It is the practice of obtaining goods and services from an external party.

Personas: It is a representation of the ideal consumer profiles of your brand.

Positioning Statement: It refers to the perception that consumers will have about your brand in relation to your competitors.

Private Label: When an eCommerce or retail uses a product manufactured by a third party but under its own brand.

Rebranding: It is the process of changing the image of a company or product.

Relaunch: It is the practice of changing a product or the way it is sold, so that it is available as a more attractive new item on the market.

Repositioning: Is to reframe a brand or product in the mind of the consumer.

S.M.A.R.T Goals: SMART goals stands for: Specific, Measurable, Achievable, Relevant, and Time-Bound

Segmentation: It is a method by which potential customers can be divided into different groups, which allow companies to send personalized messages to the correct audiences.

Sound Symbolism: It is a linguistic strategy by which form of sound is directly associated with meaning.

Symbol: They help brands generate perceptions of uniqueness, projecting a specific concept that helps create a sense of belonging

Tagline /slogan: It is a short phrase that states the main benefits of the product or brand for the potential buyer or customer.

Target Audience: It is a group of people who are interested in and can consume your product or service.

Tone: Brand’s voice. It is a way of communicating the attitude, style and set of values that characterize a brand.

Trademark: Legal recognition that grants exclusivity in the identifying use and commercial exploitation of a brand name or its corresponding graphic mark.

UBP – Unique Buying Proposition: It is what differentiates you from the competition. It is an argument that clearly shows how your products stand out against other options on the market.

USP – Unique Selling Point: It is a differentiating strategy that allows a brand to compete in a unique and singular way in the market.

Values: It is an additional value that the brand name gives to a product.

Verbal Identity: It represents how the brand speaks at all points of contact, reinforcing a specific personality and establishing the necessary trust with its audience.

Vision Statement: Is essentially an articulation of your hopes and dreams for the future of your brand.

Visual Identity: It corresponds to the graphic part, it must synthesize and faithfully represent the essence and emotions of the brand.

Wordmark: It is the distinctive representation of a brand that only consists of words.

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