BRANDING short definitions (30 points)

Brand positioning

Positioning is the strategic process of defining how a brand should be perceived by the target audience. It involves creating a distinct, valued place in the minds of consumers relative to competitors. Strong positioning includes clearly communicated points of difference and points of parity

(Role of) brand

A brand is a name, term, design, symbol, or any other feature that identifies a seller’s product or service as distinct from those of others. Unlike a product, a brand encompasses emotional and psychological associations formed in consumers' minds. A strong brand communicates a promise and builds customer loyalty. It creates value by reducing risk and simplifying decision-making

Brand elements

Brand elements are the visual or verbal components that identify and differentiate a brand, such as name, logo, slogan, jingle, packaging, or symbol. Effective brand elements are memorable, meaningful, likable, transferable, adaptable, and protectable. They are designed to enhance brand recognition and association.

Purpose-driven branding

Purpose-driven branding refers to brands that are built around a clear mission or societal goal beyond profit. It involves addressing values such as sustainability, diversity, and social justice to emotionally engage with consumers. This strategy is increasingly important, especially among Gen Z, who seek alignment between personal and brand values.

Immersive branding

Immersive branding involves creating interactive, experience-rich brand environments where consumers engage with the brand on multiple sensory and emotional levels. This may include live events, virtual worlds (e.g., Roblox, Metaverse), and experiential retail. It builds deeper emotional connections and reinforces brand identity

Minimalist branding:

Minimalist branding focuses on simplicity, clarity, and clean design. It strips away visual noise and emphasizes essential brand elements, helping the brand appear modern, transparent, and trustworthy. It is especially effective in digital-first environments where clarity and fast recognition matter.

Humanisation of brands

Humanisation of brands means making a brand more relatable by showcasing its personality, values, and the people behind it. It involves using storytelling, employee spotlights, or behind-the-scenes content to form emotional bonds with consumers. This trend leverages authenticity to build trust and community.

Brand knowledge

Brand knowledge refers to the information and associations stored in a consumer’s mind about a brand. It is made up of two main components: brand awareness and brand image. Strong brand knowledge creates differential consumer responses and is the foundation of brand equity.

Brand awareness (2)

This is the extent to which consumers can identify or recall a brand under different conditions. It includes both brand recognition (aided) and brand recall (unaided). High brand awareness increases the likelihood of purchase and customer loyalty

Brand recognition

his is the ability of consumers to confirm prior exposure to a brand when shown its logo, packaging, or slogan. It’s the more passive form of brand awareness. Recognition is crucial in environments where consumers make quick decisions, such as retail.

Brand recall

This refers to a consumer’s ability to retrieve a brand name from memory when prompted by a product category (e.g., “sports drink” → Exam 3 “Gatorade”). It is critical in low-involvement purchase situations. Strong brand recall indicates effective top-of-mind positioning

Brand image

Brand image consists of the perceptions and associations consumers form about a brand. These can be functional (e.g., reliable) or emotional (e.g., adventurous). A favorable and unique brand image increases loyalty and willingness to pay.

Associative network memory model

This model describes how brand information is stored in memory as a network of nodes and links. Nodes represent concepts (like "refreshing"), and links represent associations (like "Lipton Ice Tea → refreshing"). The strength, favorability, and uniqueness of these associations determine brand equity.

Brand positioning

Positioning is the strategic process of defining how a brand should be perceived by the target audience. It involves creating a distinct, valued place in the minds of consumers relative to competitors. Strong positioning includes clearly communicated points of difference and points of parity.

Points of difference (POD): examples

PODs are the unique brand attributes or benefits that set it apart from competitors. These can be functional (e.g., Volvo’s safety), emotional (e.g., Nike’s empowerment), or experiential. PODs must be desirable, deliverable, and differentiating.

Points of parity (POP):

POPs are attributes or associations that a brand shares with competitors. They are category-level requirements that allow the brand to be seen as legitimate (e.g., all smartphones need a touchscreen). Competitive POPs help neutralize competitors’ PODs.

Place branding

Place branding applies branding techniques to geographical areas like cities, regions, or countries. It aims to build a distinctive identity to attract tourism, investment, and talent. Unlike products, places are shaped by heritage, environment, and stakeholder diversity, which makes branding more complex.

Personal branding

This involves individuals managing their own brand to shape public perception and create value (e.g., influencers, entrepreneurs, or politicians). It includes crafting a consistent narrative, image, and presence across platforms. Authenticity, consistency, and audience connection are key.

Extended self:

The extended self refers to how people use possessions (like brands or products) to define and express their identity. Items become part of the extended self through ownership, usage, emotional investment, or memory. For example, a sneaker collection can represent personal taste, achievement, or social identity

Brand attachment

: Brand attachment is the emotional bond between a consumer and a brand, often driven by the need for comfort, security, or self-expression. It results in higher brand loyalty, price tolerance, and resistance to switching. Consumers may even experience distress if the brand is lost or changes.

Brand romance

Brand romance describes a high-arousal emotional state where consumers feel excitement and personal connection with a brand. It’s driven by the desire for stimulation and novelty, often seen in lifestyle or fashion brands that offer more than functional value.

Brand love

Brand love is a deep, long-term relationship between a consumer and a brand, based on passion, emotional connection, and frequent thoughts about the brand. It often leads to high commitment and willingness to advocate for or defend the brand, similar to romantic love

Cultural branding:

Cultural branding involves positioning a brand as a cultural icon that connects with societal ideologies and rituals. It often breaks category conventions and leverages crowdcultures—authentic content and meaning created by communities, not just marketers

Brand archetypes:

Brand archetypes are symbolic personas (like Hero, Rebel, Caregiver) that give brands a human-like identity, helping consumers emotionally connect with them. Rooted in Jungian psychology, they create consistency and depth in brand communication

Oppositional brand loyalty

This is a form of loyalty where consumers not only support their favorite brand but actively reject and criticize rival brands. It often involves behaviors like trash-talking or mocking competitors (e.g., Apple vs. Samsung fandoms).

Trash-talking

Trash-talking is a consumer behavior involving negative speech or content about competing brands. Unlike normal complaints, it's rooted in community pride or brand rivalry, and can be internal (within a brand community) or external (targeted at others).

Schadenfreude

Schadenfreude is the enjoyment derived from another brand’s failure. It happens when consumers dislike a brand due to envy, moral judgment, or competitive rivalry—like celebrating when a dominant brand loses market share

Brand hate

Brand hate involves strong negative emotions (disgust, contempt, anger) toward a brand. It often results from disappointment, value mismatch, or perceived injustice and can lead to boycotts or public backlash, especially online.

Doppelgänger brand image

A doppelgänger brand image is a negative, often satirical portrayal of a brand that spreads in culture and undermines the brand’s intended meaning. It can be created through parody, criticism, or activism (e.g., anti-Starbucks memes), signaling a brand's image crisis.

Culture jamming

Culture jamming is a form of consumer resistance where individuals or groups disrupt or parody brand messages to challenge their meaning. It often critiques corporate power, mass consumerism, or misleading branding (e.g. spoof ads or altered logos). It’s a way of reclaiming public space and conversation from dominant brands.

Brand boycott:

A brand boycott occurs when consumers intentionally stop buying from a company to protest its actions, values, or associations. Boycotts can be triggered by social, ethical, environmental, or political issues. They can harm sales, brand image, and even shareholder value if they gain public support.

Brand community

A brand community is a group of loyal consumers who share common values and identity centered around a brand. It involves shared rituals, language, and a sense of belonging (e.g. Harley-Davidson riders or LEGO fans). These communities often promote the brand, support other members, and co-create meaning

Brand equity

Brand equity refers to the value that a brand adds to a product, derived from consumers’ perceptions, attitudes, and experiences. It results in stronger customer loyalty, better margins, and resilience during crises. It is built over time through consistent messaging, quality, and emotional connection.

Brand Resonance Pyramid (CBBE) - 4 stages

The Customer-Based Brand Equity (CBBE) pyramid, developed by Keller, outlines how to build strong brands by moving through four stages: salience, performance & imagery, judgments & feelings, and finally resonance. The goal is to create deep psychological and behavioral loyalty at the top of the pyramid.

Secondary brand association

These are indirect ways to build brand meaning by associating with other entities like countries, people, companies, or events. Consumers transfer perceptions from these external sources to the brand, helping to shape or enhance brand image

Country of origin impact

The country a product comes from can affect consumer perceptions of its quality, reliability, or authenticity. For example, Swiss watches or German cars benefit from strong country associations, while brands from lesser-known countries may downplay their origin or build new narratives.

Co-branding

Co-branding is when two or more brands collaborate on a product or service. It leverages the strengths of both brands to reach new audiences, create added value, and generate stronger positioning. Example: Doritos x Taco Bell or Apple x Nike.

Celebrity endorsement

Involves using well-known individuals to promote a brand, transferring their public image and credibility. It can increase brand attention, trust, and emotional connection—but must align with the brand’s values and audience

Brand licensing

Licensing allows a company to use another brand’s name, character, or logo in exchange for a fee. It’s a fast way to expand into new categories or reach new audiences. However, overexposure or poor fit can harm brand image.

Sonic branding

Sonic branding uses distinctive sounds or music to create brand identity and recall. Examples include Intel’s jingle or Netflix’s startup sound. Sound can trigger emotion and memory, reinforcing brand associations across media.

Brand audit (2)

A brand audit evaluates a brand’s position in the market and identifies sources of brand equity. It includes two components: brand inventory (internal perspective) and brand exploratory (consumer perspective). The goal is to understand brand strengths, weaknesses, and future opportunities.

Brand inventory

An internal assessment of how a brand is marketed, including brand elements (logo, packaging, slogans), product offerings, and market performance. It reveals the company's branding strategy and helps align it with consumer perceptions.

Brand exploratory:

A deep dive into consumer perceptions using qualitative and quantitative methods. It measures awareness, associations, and attitudes to uncover how consumers think and feel about the brand

Free associations test

A qualitative method where consumers describe what comes to mind when thinking of a brand. It reveals the strength, favorability, and uniqueness of brand associations and helps map brand image.

ZMET (Zaltman Metaphor Elicitation Technique)

A method that explores unconscious thoughts and feelings using metaphors and visual storytelling. Participants bring images representing a topic, which are then used to uncover deep emotional and cognitive associations.

Projective techniques

These include ambiguous stimuli like incomplete sentences or visual prompts, encouraging consumers to express subconscious thoughts. Techniques include cartoon tests, brand-as-person tasks, and comparative exercises.

Brand concept map

A diagram built from free associations, showing how consumers mentally organize and connect brand attributes. It identifies central, core, and peripheral associations and helps guide brand positioning.

Neuromarketing

Uses brain-imaging tools like MRI and EEG to study consumer responses to branding. It reveals unconscious reactions and can guide packaging, ad design, and brand storytelling

Brand personality

Refers to human traits attributed to a brand (e.g., sincere, sophisticated, rugged). It influences emotional connection and brand preference. Based on Aaker’s “Big Five” dimensions.

Net Promoter Score (NPS)

A simple metric for customer loyalty: % Promoters – % Detractors = NPS. It reflects customers’ willingness to recommend a brand and is widely used in brand performance tracking

Chatbots and brands

Chatbots are AI-driven customer service tools that influence brand experience. If designed well, they can enhance efficiency and personalization; if not, they risk creating frustration and brand disconnect

Meaning of luxury

Luxury goes beyond price or quality; it represents social elevation, exclusivity, timelessness, and emotional indulgence. Luxury brands often emphasize heritage, craftsmanship, and symbolic meaning over function. Luxury is qualitative, cultural, and tied to social stratification, not just consumption

Brand prominence

Refers to how visible the branding is on a product. Luxury brands use high (loud) or low (discreet) prominence depending on their target audience. For example, parvenus prefer loud signals, while patricians favor subtle, logo-free design.

Conspicuous branding

This involves the overt display of logos or symbols to signal wealth or status. It's often used by aspirational consumers to showcase affiliation with luxury, especially in emerging markets or among new luxury buyers.

Discreet branding

Discreet branding uses minimal visible cues, often appealing to seasoned luxury consumers who don't need validation from external recognition. It conveys confidence, taste, and insider knowledge (e.g., Bottega Veneta’s no-logo policy)

Luxemosphere

A concept in luxury retail that emphasizes immersive, artistic, and atmospheric environments. It includes elements like lighting, sound, space, and design that create a museum-like experience and elevate brand perception.

Artistic collaboration

A partnership between a luxury brand and an artist to create limited editions or brand extensions. It adds creativity, cultural value, and exclusivity, e.g., Louis Vuitton’s collaboration with Jeff Koons.

Sensory marketing

A strategy that engages the five senses (sight, sound, touch, taste, smell) to influence consumer behavior and emotions. It creates stronger memory links, enhances product experiences, and can reinforce brand personality

Semiotic analysis:

Analyzing the symbols and signs used in branding to uncover deeper cultural meanings and messages. In luxury, semiotics helps decode how elements like colors, materials, and design communicate heritage, prestige, or sophistication.

Flankers

Flanker brands are created to protect or support a flagship brand by competing in different segments, often at lower price points. They help defend against competitors without damaging the prestige of the main brand (e.g., Toyota creating Lexus).

Cash Cows

These are brands with low investment needs but steady profits, usually mature and well-known. Though growth is minimal, they are retained to fund newer or growing brands (e.g., Microsoft Office).

Low-End Entry-Level / High-End Prestige Brands

Low-end brands attract new customers to a portfolio (e.g., BMW 1 Series), while high-end prestige brands add status and aspirational value (e.g., Rolex Cellini). Both help cover different market segments in a portfolio.

Brand architecture (3)

Brand architecture defines the structure and relationships between a company’s brands and products. It can take the form of a branded house (e.g., Virgin), house of brands (e.g., P&G), or hybrid (e.g., Nestlé).

Brand-product matrix

A grid showing brands on one axis and product categories on the other, mapping the breadth and depth of branding. It helps assess coverage, overlap, and gaps in the portfolio.

Brand hierarchy

Refers to the levels of branding within a company, from corporate to individual products. It provides a framework for how brand elements are linked and how marketing strategies are organized.

Cause marketing

When a brand partners with a social cause, blending profit with purpose. It can improve reputation and emotional connection (e.g., Dove’s Real Beauty campaign).

Corporate brand

A corporate brand represents the entire organization and its values, not just individual products. It builds stakeholder trust and influences all sub-brands (e.g., Unilever, Tata)

Brand extension

Using an established brand to launch a new product. Line extensions involve changes within the same category (e.g., Coke Zero), while category extensions expand into new product categories (e.g., Colgate toothbrushes). Horizontal vs. vertical brand extensions: Horizontal extensions maintain price range but explore new varieties or categories (e.g., Dove deodorant). Vertical extensions move up (premium) or down (budget) the price/quality ladder (e.g., Toyota → Lexus).

Co-branding:

Two brands collaborate to launch a single product, aiming for shared equity and enhanced positioning. Types include joint ventures (e.g., Taco Bell x Doritos), ingredient partnerships, or symbolic alliances

Ingredient branding:

The component brand (ingredient) is marketed as a value-added element of the host product. Common in B2B and tech (e.g., Intel Inside). It creates spillover effects for both brands.

Brand licensing:

A legal agreement where one brand (the licensor) allows another (the licensee) to use its assets (logos, characters) for a fee. It’s a way to monetize brand equity but carries the risk of loss of control (e.g., Disney + McDonald’s Happy Meals).

Brand franchising

Allows independent operators (franchisees) to run businesses under a brand’s name with full brand systems, standards, and training. Franchising expands reach while ensuring brand consistency (e.g., McDonald’s, Marriott)

Brand reinforcement

Reinforcement ensures that brand equity is maintained over time. This can involve consistent messaging, product innovation, and evolving customer experiences to stay relevant. The focus is on staying top-of-mind while remaining true to the core brand identity.

Brand revitalization

When a brand is in decline, revitalization strategies rebuild relevance by updating positioning, visual identity, or product offerings. It may involve reconnecting with heritage, targeting new markets, or introducing innovations (e.g., Old Spice's rebranding to target younger men)

Retro branding:

A strategy that brings back elements of a brand’s past— such as logos, packaging, or slogans—to evoke nostalgia and emotional connection. Often used to reinforce brand authenticity or appeal to multiple generations (e.g., Pepsi retro cans).

Brand museum:

A space where a brand displays its history, innovations, and identity. It builds brand heritage and emotional loyalty, turning brand stories into immersive experiences (e.g., Guinness Storehouse, Dublin).

Brand heritage

Brand heritage refers to a brand’s historic roots, traditions, and cultural associations. It adds depth, trust, and perceived authenticity, especially in luxury or legacy brands (e.g., Levi’s, Mercedes-Benz).

Global brand

A brand that is recognized, available, and accepted in multiple regions, uses the same name/logo globally, and derives at least 5% of its sales from outside its home region.

Perceived globalness / localness:

Perceived globalness refers to the extent consumers believe a brand is international and associated with global standards. Perceived localness emphasizes cultural fit and national identity, influencing trust and preference

Economies of scale / scope:

Scale: Cost savings from producing large volumes. Scope: Cost benefits from leveraging shared operations across products/markets (e.g., same R&D or logistics for multiple brands).

Global Consumer Culture (GCC)

A shared set of consumption values and practices shaped by globalization, media, and digital technologies, leading to homogenized consumer behavior across nations.