BRANDING AND The Brand – Visual Merchandising and Promotion (Course 3173)

Vocabulary flashcards covering key branding concepts from the notes.

Brand

A perception or collective impression about a product or company that differentiates it from competitors and can align with reality over time.

Brand Positioning

How the brand is perceived relative to competitors in the marketplace, guiding where it aims to sit in the consumer’s mind.

Brand Identity

The visual and verbal attributes (logo, color, typography, symbols) that communicate what the brand stands for.

Identity Symbols

The mix of visual and physical cues (names, logos, color, typography, sound) used to communicate the brand’s identity.

Color

A visual signal that conveys messages and meanings which can vary across cultures and contexts.

Logo

A graphical symbol representing the brand to aid recognition and recall.

Typography

The style of typefaces used; helps set the brand’s tone (professional, bold, friendly, etc.).

Brand Personality

The human-like traits a brand adopts (e.g., sincere, exciting, competent, sophisticated, rugged) to connect with customers.

Brand Equity

The market value of a brand, derived from consumer loyalty, recognition, and earnings; assessed by various valuation approaches.

Interbrand Approach

A brand valuation method considering earnings, recognition, and sales beyond domestic markets to estimate brand value.

Essence of Brand

Core value and promise that go beyond the product, shaping the brand’s identity and experience.

Entity

The idea behind the brand that can be expressed in tangible features and relates to potential market value.

Value (in branding)

Perceived worth delivered by the brand, satisfying rational and/or emotional needs.

Promise of Value

The brand’s commitment that the promised values will be delivered to the customer.

Brand Communication

The channels and messages used to inform, remind, and persuade consumers about the brand.

VIPP

Brand marketing mix focusing on Value, Identity, Product mix, and Promotion to emphasize brand aspects beyond traditional 4 Ps.

4 Ps

Product, Price, Place (distribution), and Promotion—the traditional marketing mix.

Product Mix

The way a brand positions itself in a segment through product features, price, distribution channels, and service.

Price

Pricing strategy and level, including price premiums, skimming, penetration, and value-based approaches.

Service

Post-purchase support, warranties, returns, loyalty programs; part of relationship marketing.

Distribution

The channels through which a brand’s products are sold (retail, department stores, e-tail, etc.).

Brand Extension

Expanding a brand’s range of products under its umbrella while maintaining credibility and alignment with the brand.

Licensing

Agreement where the brand owner grants others the right to use the brand name/identity for royalties.

Co-branding

A collaboration where multiple brands are used on a single product or service to gain mutual benefits.

Brand Launch

Introducing a brand with its values and platform, emphasizing the customer experience.

Global Expansion

Going international to gain scale and new markets, with benefits and challenges like standardization and cultural differences.

Vertical Integration

Control over multiple stages of the production and distribution chain to speed response and increase control.

Horizontal Integration

Expansion at the same level of production/distribution to capture a larger market share.

Position Map

A two-variable chart (e.g., price vs. quality) used to visualize and compare brand positions.

Positioning Approach

A five-phase process (understanding, exploration, test, strategic evaluation, activation) to establish and implement a brand position.

Brand Launch Experience

The experiential signaling of the brand’s values during launch, not just the product itself.

Brand Identity vs Image

Identity is what the brand communicates; image is how consumers perceive and understand the brand.

Publicity

Non-paid promotional activities that influence the brand’s image and are often perceived as unbiased.

Public Relations

Strategic communication efforts to manage relationships and brand image, sometimes including promotions and timing considerations.

Brand Failure Indicators

Signs like Brand Amnesia, Ego, Megalomania, Deception, Fatigue, Paranoia, Irrelevance indicating misalignment with market or identity.