Branding, Marketing Strategies, and Digital Analytics Concepts

Logo

A visual symbol that identifies a brand.

Motto

A short phrase expressing a brand's identity or promise.

Brand Character

The personality traits associated with a brand.

Brand Packaging

The design of containers/materials that communicate brand identity.

Product Design

Use of shape, color, scent, texture, and sound to differentiate a product.

Color Strategy

Use of specific colors to evoke emotion and reinforce recognition.

Soundmark

A trademarked sound identifying a brand.

Brand Redesign

Updating a brand identity to match consumer needs or trends.

5Cs Framework

Analysis of Company, Customers, Collaborators, Competitors, and Context.

Brand Experience

Consumer feelings during brand interactions.

Brand Benefits

Functional, emotional, and experiential value provided to consumers.

Brand Communication

Marketing communication focused on shaping brand perceptions.

Outbound Media

Firm-initiated channels like ads, PR, and events.

Inbound Media

Customer-initiated channels like reviews and support messages.

G-STIC Framework

Planning model including Goal, Strategy, Tactics, Implementation, Control.

Communication Goal

Desired outcome (awareness, preference, action).

Benchmark

A measurable target for evaluating communication success.

Target Consumer

The strategic segment a brand aims to serve.

Target Audience

The tactical group targeted by communications.

Message Content

The core idea communicated to consumers.

Message Complexity

How simple or difficult a message is to process.

Consumer Involvement

Level of thought or effort required for a purchase.

SEO

Optimization for organic search visibility.

GEO

Optimization for location-based Google ecosystem visibility.

E-E-A-T

Experience, Expertise, Authoritativeness, Trustworthiness—Google's credibility framework.

Creative Execution

The translation of strategy into visuals, messaging, and media.

Consumer Awareness

Degree to which consumers know a brand exists.

Consumer Preference

How consumers favor a brand versus alternatives.

National Brands

Products created by manufacturers and sold across retailers.

Private Labels

Retailer-owned brands offering exclusivity and lower costs.

Licensed Brands

Brands used under contract to add excitement or fill category gaps.

Perceptual Map

Visual comparison of brands on attributes like price or quality.

Retailer Control

Retailer ability to set pricing, placement, and promotion.

Market Cannibalization

New product sales reducing sales of existing products.

Data-Driven Personalization

Use of consumer data to tailor recommendations.

Collaborative Brand Attack (CBA)

Mass online punishment against a brand to force change.

Streisand Effect

Attempting to hide information that ends up increasing its visibility.

Forbidden Fruit Principle

People are drawn to prohibited information or behavior.

Robin Hood Effect

Public support for individuals or groups seen as powerless.

Triggers (CBA)

Events that spark an online backlash.

Amplifiers

Factors that increase the likelihood a backlash becomes a CBA.

Reaction Strategy

A firm's response to a CBA.

Prevention Strategy

Actions taken to avoid or reduce CBA risk.

Sentiment Analysis

Measuring public emotional tone toward a brand.

Multichannel

Separate, unintegrated online and offline channels.

Omnichannel

Integrated customer experience across all channels.

CRM

Systems for managing customer interactions and data.

Predictive Analytics

Algorithms predicting future consumer behavior.

Hyperpersonalization

AI-created individualized experiences.

Churn Prediction

Forecasting when a customer may stop using a product.

Homophily

Consumers imitating behaviors of their social group.

Generative AI

AI that creates new content (text, images, music).

Omnichannel Marketing

Consistent messaging across channels.

Omnichannel Service

Unified support across all platforms.

Brand Activism

A brand taking a stance on social or political issues.

Progressive Brand Activism

Support for social justice and equality.

Regressive Brand Activism

Reinforcement of outdated or harmful beliefs.

Neutral Brand Activism

Avoiding controversial stances to appeal broadly.

Boycott

Avoiding a company to pressure change.

Buycott

Increasing purchases to support a brand or cause.

Economic Leverage

Ability of consumers to financially pressure a brand.

Brand-Value Alignment

Activism matching the brand's stated identity.