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ME12 3.03
Branding Vocabulary
Term | Definition |
---|---|
branding | The ongoing decision-making process about the use of brands |
product branding | A name, term, symbol, or design (or combination of them) that identifies a product and distinguishes it from competitors’ products |
brand identity | the visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in consumers' minds |
brand promise | a value or experience a company's customers can expect to receive every single time they interact with that company. The more a company can deliver on that promise, the stronger the brand value in the mind of customers and employees |
perception | is what customers believe a product or service represents, not what the company owning the brand says it does. |
brand loyalty | Customers’ allegiance to a particular brand |