Term 1 Term 2

BRAND EXTENSION-

Brand positioning refers to target consumers reason to Brand extension is a common method used by
buy your brand in preference to others .Brand positioning companies to launch a new product by using an
describes how a brand is different from its competitors and existing brand name on a new
where, or how, it sits in a particular market.BRAND product in a different category. A company using
POSITIONING- brand extension hopes to leverage its existing
customer base and brand loyalty
to increase its profits with a new product offering.

BRAND LOYALTY: Brand loyalty is a pattern

of consumer behavior where consumers
BRAND EQUITY : Brand equity refers to a value become committed to brands and make
premium that a company generates from a product repeat purchases from the same brands
with a recognizable name, when compared to a over time. Loyal customers consistently
generic equivalent. Companies can create brand purchase products from their preferred
equity for their products by making them memorable, brands, regardless of convenience or price.
easily recognizable, and superior in quality and Companies often use different marketing
reliability. Mass marketing campaigns also help to strategies to cultivate loyal customer,
create brand equity. including loyalty programs (i.e. rewards
programs) or trials and incentives (such as
samples and free gifts).

PRODUCT POSITIONING Product positioning is a PRODUCT LIFECYCLE Product lifecycle

process marketers use to determine how to best
communicate their products attributes to the target
customers based on consumer needs, competitive
pressure, available communication channels, and
carefully crafted key messages.
BRAND STRATEGY-
It is a long-term plan for the development of a successful
brand in order
to achieve specific
is the cycle through which every product
goes through from introduction to
withdrawal or eventual demise. It consists of
four stages: Introduction (when the product
is brought into the market), Growth (sales
takeoff), Maturity (sales grow at slowing rate
and finally stabilize) and Decline (sales
drop).
RETIRING BRANDS-
Some brands arent worth saving due to
adverse changes in the marketing environment.

goals. A well-defined and executed brand strategy affects Their sources of brand equity may have dried
all aspects of up,or,even
a business & is worse,damaging & difficult-to-

directly connected to consumer needs, emotions, and change new associations may be created. Its
competitive size,no matter how loyal ,fails to justify
environments. Brand is not
support.Thus,decisive management actions
product, logo, website, or name. Brand is the are necessary to properly retire or milk the brand.
stuff that feels intangible.
PRODUCT MIX-It refers to the
total number of product lines that a company offers to its
customers. Eg: Product
lines sold by a company are fairly similar, such as dish
washing liquid &
bar soaps & sometimes, the product lines are vastly
different, such as
diapers &razors. Dimensions to a company's product mix
include width,
length, depth & consistencyj
BRAND ELEMENTSThe key to creating a brand is
to able to choose a name, logo, symbol, design,
packing & other features. These all features
identifies a product & distinguishes it from others.
These different components of a brand that identify
& differentiate it are called Brand Elements.
BRAND PROLIFERATION Brand proliferation occurs
when a company creates and markets new
products and line extensions that are slight
variations of the same product. It's differentiating
for the sake of differentiating and not based on a
meaningful strategy
TARGET MARKET A target market is the market a
company wants to sell its products and services to,
and it includes a targeted set of customers for whom
it directs its marketing efforts. A target market can be
separated from the market as a whole by geography,
buying power, demographics and psychographics.
BRAND FOCUS: - Focus makes you matter most to
those who actually might care. It means focusing on
those consumers with the highest propensity to buy
what the seller is selling will deliver the greatest
movement towards sales and the highest return in
investment. Focus makes you decide whether to be
better, different or cheaper.
PRODUCT ASSORTMENT-It refers to the variety
of
products that a retailer presents to the consumer.
In determining the optimal
product assortment, retailers need to decide on
product line breadth the
number of product lines or variety offered by the
firm as well as product line
depth, the number of categories within a specific
product line.
BRAND MANTRA A Brand Mantra is a
short, three to five word phrase that
captures the irrefutable essence or spirit of
the brand positioning. Its purpose is to
ensure that all employees & external
marketing partners understand what the
brand most fundamentally is to represent to
consumers so they can adjust their actions
accordingly.
BRAND DILUTION Brand dilution is the
weakening of a brand though its overuse.
This frequently happens as a result of ill-
judged brand extension. Brand dilution is an
ever present risk for companies that rely on
a strong brand for high margins.
POINT OF PARITY Point of differentiation
is the attributes that make your brand
unique. It is your competitive advantage. It
is what your brand slogan should reflect.
CUSTOMER EQUITY: - It is the total
combined CUSTOMER LIFETIME VALUES of
all the companys customers. It is the value
of potential future revenue generated by a
companys customer in a lifetime. A
company with higher customer equity is
more value able than one without it. The
more loyal the customers, the higher the
customer equity.
Brand Architecture is a system that organizes
brands, products and services to help an audience 1. BRAND HORMONIZATION:-The
access and relate to a brand. A successful Brand synchronization of all brand identity
Architecture enables consumers to form opinions elements, across a line of products or
and preferences for an entire family of brands by services and/or across geographic markets.
interacting or learning about only one brand in that
family.

REBRANDING: Rebranding is a marketing

strategy in which a new name, term,
PARENT BRAND: A Parent brand is an existing symbol, design, or combination thereof is
brand that gives rise to a brand extension by created for an established brand with the
supporting the allied products/services by sharing its intention of developing a new, differentiated
brand identity. Usually the supported identity in the minds of consumers,
products/services are from new product categories investors, competitors, and other
and can be related or unrelated to the existing stakeholders. Often, this involves radical
product categories changes to a brand's logo, name, legal
names, image, marketing strategy and
advertising theme

MARKET LEADER: A market leader is a

company that has the largest market share
in an industry, and which can use its
dominance to affect the competitive
landscape and direction the market takes.
INTANGIBLES: Incapable of being perceived by the
Companies may be the first to develop a
sense of touch, as incorporeal or immaterial things;
product or service. This allows them to set
impalpable.
the tone for messaging, define what the
ideal product characteristics are, and to
become engrained in the public eye as the
brand that consumers associate with the
product itself.

TRADEMARK: Distinctive design, graphics,

TANGIBLES: In marketing, the word "tangible"
refers to things that are physical, that is, items that
can be touched, seen, heard or smelled. Tangible
marketing is the use of promotional items to
contribute to brand recognition and customer loyalty.
logo, symbols, words, or any combination
thereof that uniquely identifies a firm and/or
its goods or services, guarantees the item's
genuineness, and gives it owner the legal
rights to prevent the trademark's
unauthorized use.
BRAND TRUST:- Brand trust is the intrinsic BRAND SATISFACTION:-Satisfaction is
'believability' that any entity evokes. It is defined as defined as an effective response to
'the willingness of the average consumer to rely on purchase situation. Brand satisfaction is
the ability of the brand to perform its stated defined as the cumulative satisfaction as
function'. It creates the foundation of a strong brand overall consumers evaluation based on the
connect with all stakeholders, converting simple consumer's total purchase and experience
awareness to strong commitment. with a brand of product or service.

PRODUCT PLACEMENT- It is a form of advertising PRODUCT MATCHUP- A marketing theory

where a business will pay to have its product
prominently displayed in a piece of art. eg
companies promote their products , usually
through appearances in film, television, or other
media." It is a rather indirect form of advertising,
because the product isn't being expressly pitched
for sale.
that involves congruence between and
endorser and a product. A perceived
connection between the endorser and the
product that creates an impression with the
consumer that the product is all beneficial
because of the say athletes endorsement.

Customer based brand equity It is a division

of brand knowledge.
It analyses and determines a
customers reaction to branding and
BRAND FEELING It refers to consumer reaction and emotional responses towards a brand.
marketing.
In other words, is how emotionally attached a buyer is to a brand.
Such connections are based on durability,after sales service or any other aspect clicked with customers emo
BRAND STEWARD BRAND CHARTER

PLACE BRANDING: Place branding is a new

TEST MARKETING: Test marketing is an experiment
conducted in a field laboratory (the test market)
comprising of actual stores and real-life buying
situations, without the buyers knowing they are
participating in an evaluation exercise. It simulates
the eventual market-mix to ascertain consumer
reaction. Depending on the quality and quantity of
sales data required for the final decision, test
marketing may last from few weeks to several
months.
umbrella term encompassing nation
branding, region branding and city
branding. Place branding is the process of
image communication to a target market.
Place branding is about bridging gaps
between: the identity or sense of place; its
product offering; the experience that
visitors (tourists, expats, potential investors
and traders) get when they visit; and the
image / perception that people have of a
place.
BRAND ASSOCIATION:Brand associations are the
attributes of brand which come into consumers mind
when the brand is talked about. Brand Associations
are not benefits, but are images and symbols
associated with a brand or a brand benefit.It is
anything which is deep seated in customers mind
about the brand. Brand should be associated with
something positive so that the customers relate your
brand to being positive. Associations are not
reasons-to-buy but provide acquaintance and
differentiation thats not replicable.
PACKAGING: Packaging is the material
used to wrap or protect goods.
It is an umbrella term that includes both the
outer container material and the interior
packing material. Packaging include boxes,
glass bottles and plastic clamshell
packaging. Packing material includes such
things as packing peanuts, bubble wrap and
refrigerants. Company make sure that your
product has good packaging so that when
people see it in the store it is appealing.

BRAND REVITALISATION:The Brand

BRAND ENGAGEMENT:Brand engagement is the
process of forming an emotional or rational
attachment between a person and a brand. It
comprises one aspect of brand management. Brand
engagement between a brand and its
consumers/potential consumers is a key objective of
a brand marketing effort.
Revitalization is the marketing strategy
adopted when the product reaches the
maturity stage of product life cycle, and
profits have fallen drastically. It is an
attempt to bring the product back in the
market and secure the sources of equity i.e.
customers.

BRAND COMMUNITY : A brand community is a BRAND CULTURE: Brand culture is a term

social entity where consumers interact socially with a that has been increasingly used over the
brand as the pivotal point of their interaction. Brand last few years. It sometimes refers to the
communities take place in Internet-based settings, in organizational culture of the brand and
geographically bound clubs, and at so-called brand sometimes to the brand as part of the
fests (social gatherings arranged by the marketer). broader cultural landscape or, We can say
The emergence of brand communities implies a shift that, Brand culture is a company culture in
in negotiation power between marketer and which employees "live" to brand values, to
consumer as consumers claim more power when solve problems and make decisions
acting in groups. internally, and deliver a branded customer
experience externally.

VIRAL BRANDING : refers to the techniques that
use pre-existing social networking services and
other technologies to try to produce increases in
brand awareness or to achieve other marketing
objectives (such as product sales) through self-
replicating viral processes, analogous to the spread
of viruses or computer viruses .
BRAND MYTHS: Brand development
typically grows into myth as a result of a
fundamental misunderstanding of the origin
of your brand. This misunderstanding allows
you to make the mental jump to equating
your brand with mystery and shrouds its
development in obscurity.
BRAND SELF-CONGRUENCE:When all the elements
and touch points of your brand feel like they were
cut from the same cloth it is known as brand self-
congruence. The congruence between brand and
self-image increases positive attitude of consumers
who have high hedonic attitude and emphasize
symbolic values.
BRAND ATTACHMENT- It is the emotional
connection between humans and brands. Thus, just new product development, and sales
as people can be attached to a person, they can also and marketing efforts. Brand alignment
become attached to a brand. Example: An ice cream is delivered in a unified and systematic
lover can probably be attached to a particular brand, way, starting and ending with every
like Baskin Robbins or Kwality Walls.
CPG :
This is an acronym for Consumer Packaged Goods,
and is used to describe items that are consumed
every day by the average consumer, including items
that are purchased and replaced frequently such as
foods, apparel, cleaning products and toiletries.
BRAND SIGNATURE:-The brand signature is the
way in which the
brand is displayed in printed advertisements or
identified in television and
radio advertisements. It is used to increase
awareness and visibility of brand
among current customers, potential customers
and your personal as well as
professional networks.
CLASSIC BRANDING:A well known brand
with a long history. Levis is perceived as a
classic brand in the clothing market. People
often choose classic brands that they've
known for ages, because they seem reliable
for them.
brand allignment- It is to Harness the
power of the whole company to deliver
brand promise in employee behaviour,
employee successfully delivering the
brand's promise to the customer in the
form of a remarkable experience.
FLANKER BRAND: When a new brand
introduced into the market by a company
that already has an established brand in the
same product category. The intent is to
increase overall market share in a particular
category, and crowd out the competition.
CUSTOMER BRAND RELATIONSHIP:- Brand
relationship is the repeated
interactions between a brand and a
customer that start to reflect similar
characteristics of relationships between
people, such as love, connection,
interdependence and commitment. For
example many consumers have a strong
brand
relationship with Apple.

GOOB: Get out of the building- Coined by Steve
Blank, refers to the process of going out and talking
to users instead of staying inside speculating about
what they want. It also adds that we must collect
data, when we get out of the building. But analyze it
with a critical eye, look for the insight. The process
emphasizes that customer development is done
almost entirely outside the building in front of the
customers and partners and stakeholders in the
business model.
LANDING PAGE: A single page website,
emblematic of a larger product. Landing
pages are occasionally used to scaffold
prototypes or mockups for the sake of
providing the user with extra context, or to
test value propositions before building a
product. In online marketing, it is also
termed as lead capture page or a lander,
displaying directed sales copy that is a
logical extension of the advertisement,
search result or link.

BRAND CONCEPT MAPS:When consumers think CROSS PROMOTION: Cross-promotion is

of a brand, they are likely to bring to mind a set of a form of marketing promotion where
associations linked to it. Many methods are available customers of one product or service are
for eliciting brand associations from consumers. targeted with promotion of a related product.
However, not many of the available methods elicit For example, a mobile phone network may
the structure of brand associations from consumers. work together with a popular music artist
Brand Concept Maps elicits first and higher order and package some of their songs as
brand associations while overcoming the limitations exclusive ringtones; promoting these
of existing techniques. For example, the BCM ringtones can benefit both the network and
technique, can be used on large samples, and can the artist. It is advantageous since cost of
be used to compare and contrast consumer promotion is less and both businesses can
segments. promote themselves simultaneously.

MARKETING AUDIT: it is a comprehensive ,

systematic, independent and periodic
COMPETITIVE ADVANTAGE: These are conditions
that allow a company or country to produce a good examination of a company's or business
unit's marketing environment, objectives
or service at a lower price or in a more desirable strategies and activities with a view of
fashion for customers.These conditions allow the determining problem areas and
productive entity to generate more sales or superior opportunities and recommending a plan of
margins than its competition. action to improve the company's marketing
performance.

BRAND PERSONA: Brand personality is a

set of human characteristics that are
POINT OF PURCHASE ADVERTISING:Point-of-
attributed to a brand name. A brand
purchase or point-of-sale displays, often referred as
personality is something to which the
POP and POS displays, are put in retail stores to
consumer can relate; an effective brand
attract consumer interest and promote sales of a
increases its brand equity by having a
product. These displays are usually created and
consistent set of traits that a specific
prepared by the product manufacturer for distribution
consumer segment enjoys. This personality
to wholesalers or retailers who sell the merchandise.
is a qualitative value-add that a brand gains,
in addition to its functional benefits.
 CORPORATE BRAND PERSONALITY:It is the
way a brand speaks and behaves. It means
BRAND VALUATION : It is the job of estimating the assigning human personality traits /
total financial value of the brand. The ISO 10668 characteristics to a brand so as to achieve
standard sets out the appropriate process of valuing differentiation. These characteristics signify
brands, and sets out six key requirements: brand behaviour through both individuals
transparency, validity, reliability, sufficiency, representing the brand as well as through
objectivity, and financial, behavioural, and legal advertising, packaging, etc. When brand
parameters. There are three main types of brand image or brand identity is expressed in
valuation methods i.e., cost approach, market terms of human traits, it is called brand
approach and income approach. personality. For example - Infosys
represents uniqueness, value, and
intellectualism.

1. Brand Variant means offering different

2. Everyday low price (also abbreviated
versions of the same product which are different
as EDLP) is a pricing strategy promising
in terms of price, flavour, quality, colour,
consumers a low price without the need
nutrients, etc. under the company's brand name.
to wait for sale price events or
It can leverage the brand popularity for
comparison shopping.
diversification.

Product adaptation is a strategy in which a new

product is based on customizations or modifications
on existing products. These products are sometimes PRODUCT SERVICEABILITY-The degree to
internal products or they can be also competitors' which the servicing of an item can be
product. These products dont depend on accomplished with given resources and
innovations and are a mixture of previous products. within a specified timeframe.
It is sometimes modifying your existing product and
re-launching it.
Brand Ambassador:- A Brand Ambassador
(sometimes also called a Corporate Ambassador ) is
a person who is hired by an organization or
company to represent a brand in a positive light and
by doing so help to increase brand awareness and
sales.
Sensory Branding
It is a type of marketing that appeals to all the
senses in relation to the brand. It uses the senses to
relate with customers on emotional level. Brands
can forge emotional associations in the customers
minds by appealing to their senses.
BRAND PROMISE -A Brand Promise is a statement
made by an organization to its customers stating
what customers can expect from their product and
services. This is in terms of the benefits and
experience- the tangible and the intangible, i.e., the
value proposition. It is the means to differentiate
ones product or service from its competitors and
win over its customers. It builds expectations in the
minds of the customers through the deliverables it
promises and increases the desire for the product or
service. For eg, Britannia says Eat Healthy, Think
Better
BRAND ANTHROPOLOGY: Brand Anthropology
uncovers what the target audience believes. Brand
Anthropology is an artificial enterprise to evaluate
brand and marketing without looking into a much
broader spectrum of human behaviour. Brand
strategy and marketing strategy are more closely
aligned with anthropology than they are with
traditional marketing science.
Brand COUNTERFEITING:- It is the illegal
activity of producing & selling cheap copy of
a popular product using the brand name of
the original product. It is also known as
"Knock-offs".
Brand Responses
It can be defined simply as a strategic and
executional campaign approach where
brand building drives response and this
response in turn builds the brand in a
virtuous circle of effectiveness.
PRODUCT CONSISTENCY-- Product
Consistency means the same skill or
processes required by the company in the
manufacture or distribution channels of
each Product line. For eg: Coca Cola has
kept Consistency of a Product mix with
other acquisitions. But now in the changed
Business Scenario, it becomes fashion for
every company to diversify its Product
widely. For eg: Tata Group have diversified
into a number of fields like manufacture of
salt, tea and even vegetable oil.
BRAND TRIGGER: Brand trigger is a specific
characteristic or message of a brand that
causes change. The purpose of all
marketing and share-stealing brand
development is to influence the purchase
decision. Every direct-to-consumer brand
and every business-to-business brand
expects its marketing and brand messages
to be persuasive and to somehow change
someones usage habits, whether that
someone is a consumer or a decision maker.
PRODUCT PACKAGING The wrapping material
around a consumer item that serves to contain,
identify, describe, protect, display, promote and
otherwise make the product marketable and keep it
clean .Packaging is more than just your product's
pretty face. Your package design may affect
everything from breakage rates in shipment to
whether stores will be willing to stock it. For
example, "displayability" is an important
concern.Packaging considerations also
includeslabeling,opening,size and durability.
BRAND POTENTIAL The relationship
between a brand's market development
index and its brand potential index in a
particular market area. The brand potential
index, is typically used to predict future
sales as well as to aid in planning for future
advertising budget allocations.It also assist
in the budgeting process for advertising
allocations. Use of the brand potential index
can be part of a firm's arsenal in finding a
competitive advantage.

BRANDFACE
A Brand Face is a current celebrity who is
BRAND STRATERGIST
A Brand Strategist works under the Brand Manager just used as a tool to increase brand recall
and is only appearing in the advertisement.
or marketing team to ensure a consistent and It is usually seen that a brand face is a
effective brand message. S/he must be forward-
thinking to anticipate future trends and success of a at times. An exampleand
temporary contract is very short term
product or service. A strategist develops positioning Chawanpryash using Sourav be
would Sona Chandi
recommendations, guide market research analysis while in its commercials. Brand faces for
Ganguly a
are
and define brand elements and tone. easily forgotten and fade away with the
campaign's end.

BRAND VISION: Brand vision is

managements view of the brands long-
term potential. It is influenced by how well
the firm is able to recognize the current and
possible future brand equity. Many brands
have latent brand equity that is never
realized because the firm is unable or
unwilling to consider all that the brand could
and should become.
BRAND INVESTMENTS: Brand
investments are all the marketing
budgets and marketing expenditures
that marketers make as investments
for their brands and for ensuring
sufficient return on investments
made by them.

Waste management : Waste

Word of mouth : In marketing, word-of- management is all the activities and
mouth communication (WOM) involves the actions required to manage waste
passing of information between a non- from its inception to its final disposal.
commercial communicator (i.e. someone This includes amongst other things,
who is not rewarded) and a receiver collection, transport, treatment and
concerning a brand, a product, or a service. disposal of waste together with
monitoring and regulation.
Brand Consideration : It depends on how
personally relevant customer finds the
brand and they give it a serious
consideration while going for a purchase or
survey. It depends on the extent to which
strong and favorable brand association can
be created as part of the brand image.
Brand Family: Groups of brands related to
one another and having a parent brand that
imparts an area of quality and trust to the
entire family. It is brand under which several
new products are introduced to take
advantage of its credibility, identity and
name recognition.
Brand amplifiers : Creative and engaging
programme to up skill entrepreneurs,
elevate brands and power small businesses
success.
luxury branding-it refers to maintaining a
premium, prestige image of the brand by
following a premium pricing strategy with
strong product/service quality and very few
discounts.
1. Corporate social responsibility - Corporate
social responsibility (CSR) is a business
approach that contributes to sustainable
development by delivering economic, social and
environmental benefits for all stakeholders. CSR
is a concept with many definitions and practices.
BRAND STEWARD-The brand steward is
caring for an asset that is highly valued by a
sizable consumer ...
Prestige Brands : The role of the
relatively high priced brand in the
brand family is to add prestige and
creditability to the entire portfolio.
Eg. Chevrolet is known for its
corvette high performance sports
cars and improves the overall image.
Brand Recognition: Brand
recognition is extent to which a
consumer can correctly identify a
particular product or service just by
viewing the product or services logo,
tagline, packaging or advertising
campaign.
Brand Exploratory : A research
activity conducted to understand
what consumers think and feel about
the brand and its corresponding
product category to identify sources
of brand equity.
copyright-it is a legal right created by
the law of a country that grants the
creator of an original
work(product/service) exclusive
rights for its use and distribution.
This is usually only for a limited time.
2. Cyber squatting - The practice of
registering names, especially well-
known company or brand names, as
Internet domains, in the hope of reselling
them at a profit.
BRAND CHARTER-The Brand Charter
outlines the fundamental and long term
orientations of a brand. It usually
follows a Brand Equity study.
 Term 3
PERCEIVED BRAND AUTHECITY-
The extent to which consumers perceive a brand
to be faithful toward itself, true to its
consumers, motivated by caring and responsibility,
and able to support consumers in being true to
themselves.
Term 4
BRAND AWARENESS-
Brand awareness is the extent to which a brand
is recognized by potential customers, and is
correctly associated with a particular product.
Expressed usually as a percentage of the target
market, brand awareness is the primary goal of
advertising in the early months or years of a
product's introduction

PRODUCT DIFFERENTIATION: Product

BRAND RESONANCE: The Brand
differentiation is a marketing process that
Resonance refers to the relationship that a
showcases the differences between
consumer has with the product and how
products. Differentiation looks to make a
well he can relate to it. The brand
product more attractive by contrasting its
resonance begins with:
unique qualities with other competing
Brand Identification
products. Successful product differentiation
Brand Establishment
creates a competitive advantage for the
Eliciting Response
product's seller, as customers view these
Relationship
products as being unique.

BRAND EXPERIENCE Brand experience BRAND BUILDING Brand building is

is conceptualized as sensations, feelings, generating awareness, establishing and
cognitions, and behavioral responses evoked promoting company using strategies and
tactics. In other words brand building is
by brand related stimuli. Such stimuli appear enhancing brand equity using advertising
as part of a brands design and identity, campaigns and promotional strategies. It is an
packaging, communications, and integral aspect of business development. It
environment. To construct the BE scale, not only increases consumer awareness of a
authors distinguish several experience brand, but it also gives it an identity and
dimensions
BRAND as: Sensory, Affective, Intellectual worth.
FRANCHISING-
and Behavioral
An arrangement between a brand name Brand
manufacturer & a wholesaler/retailer that gives the name-

latter A word, name,symbol, etc especially one

exclusive right to sell the brand manufacturers
product in a specific territory.
This
arrangement is done by contractual
agreement over a period of time & allows them to
sell the
product in a non-competitive market
& to set price limitations as the
traffic will bear.
legally registered as a trademark, used by a
manufacturer to identify its products distinctively from
other of the same type & usually
prominently displayed on its goods in
advertising.They can be extremely effective shorthand
means of
communication. Customers can notice & register its meanings in just a few
seconds
PERSONAL BRANDING-
PRODUCT LINE FILLING DECISIONS-It is
It is the practice of people marketing
a business
themselves and their careers as brands. Personal
strategy that involves increasing the number
branding
of products in an existing product
is essentially the ongoing process of establishing a
line to take advantage of marketplace gaps and
prescribed image or
reduce competition. Many businesses use line
impression in the mind of others about an
filling to round out an already
individual, group, or organization. It
well established product line and to help
often involves the application of one's name to
increase the market success of new related
various products.
products

CORPORATE BRANDING Corporate

BRAND SALIENCE Achieving the right brand
branding refers to the practice of
identity means creating brand salience with
promoting the brand name of a corporate
customers. It is the degree to which your
entity, as opposed to specific products or
brand is thought about or noticed when a
services. The activities & thinking that go
customer is in a buying situation. Strong
into corporate branding are different from
brands have high Brand Salience & weak
product & service because the scope of
have little or none.
corporate branding is much broader.

STRADDLE POSITION The Straddle

BRAND IMAGE The impression in the
Positioning is one of the positioning
consumers' mind of a brand's total Brand
strategy adopted by the marketers to
image is developed over time through
position their product in two categories
advertising campaigns with a consistent
simultaneously. the positioning strategy
theme, and is authenticated through the
adopted to create a dual image of the
consumers' direct experience. See also
product in the minds of the customer is
corporate image.
called as Straddle positioning.

BRAND JUDGEMENT The customers

POINT OF DIFFERENTIATION The aspects
of the product offering that are largely similar
to the offerings of like competitors. These are
those elements that are considered
mandatory for a brand to be considered a
legitimate competitor in its specific category.
make the judgment about the product by
consolidating his several performances
and the imagery associations with the
brand. On the basis of these, the final
judgment is made about the product in
terms of its Perceived Quality, Credibility,
Consideration, and Superiority.

BRAND VALUE: - The brand values are what
the customers see and feel during their
contact with the company. It is the financial
value of the brand or in an easier way the
monetary value of the brand. Brand value is
easier to estimate by asking others what
price they would pay to purchase the brand.
PERCEIVED QUALITY: - It is the consumers
opinion of a products or a brands ability
to fulfill his or her expectations. It may
have little or nothing to do with the actual
excellence of the product, and is based on
the firms or brands current public image.
 1. BRANDING:- The process involved in
1. BRAND PERSONALITY:- Brand personality is creating a unique name and image for a
product in the consumers' mind, mainly
something to which the consumer can relate; through advertising campaigns with a
an effective brand increases its brand equity consistent theme. Branding aims to
by having a consistent set of traits that a establish a significant and differentiated
specific consumer segment enjoys. presence in the market that attracts and
retains loyal customers.

SUB-BRAND: Sub-branding is the

REPOSITIONING: Repositioning refers to process of creating a secondary brand
the major change in positioning for the within a main brand that can help
brand/product. To successfully reposition a differentiate a product line to a desired
product, the firm has to change the target target group. The corporate branding
markets understanding of the product. This is experts at How to Build a Brand define a
sometimes a challenge, particularly for well- sub-brand as a product or service that is
established or strongly branded products. affiliated with a parent brand, but has its
own brand name

MARKET SHARE: Market share represents

MASTER BRAND: A specific overarching
the percentage of an industry or market's
brand name that serves as the main
total sales that is earned by a particular
anchoring point on which all underlying
company over a specified time period. Market
products are based. Master branding
share is calculated by taking the company's
attempts to create a strong association
sales over the period and dividing it by the
between a company's products and what
total sales of the industry over the same
the brand represents
period.

VISUAL IDENTITY: Visual Identity refers to
the concrete symbols such as a name, logo,
slogan, and design scheme that we use to
present our company. This visual look and
feel serves to create associations and
expectations among products and servers
made by that organisation or producer.
BRAND LOVE: Brand love is an emotional
and passionate relationship present
between a satisfied consumer and a
brand. If the consumer loves a brand then
it is also expected that the consumer will
say positive things to other about the
brand
BRAND CREDIBILITY:- Brand credibility is
defined as the believability of the product
information contained in a brand, which
requires that consumers perceive that the
brand have the ability(i.e., expertise) and
willingness(i.e., trustworthiness) to
continuously deliver what has been
promised.
BRAND HERITAGE- Its an asset in building
long term brand reputation, but equally,
brands must adapt and recognize that the
market is changing and expect brand
evolution. Change is inevitable and
customers are invariably fickle, so brand
owners should never assume that brand
legacy alone is enough to survive the test of
time.
brand portfolios- It refers to an umbrella
under which all the brands of a particular firm
of a particular firm functions to serve the
needs of different market segments.
BRAND MYTHOLOGY
LINE EXTENSION: Line extension is the use of
an established product brand name for a
new item in the same product category. Line
Extensions occur when a company
introduces additional items in the same
product category under the same brand
name such as new flavors, forms, colors,
added ingredients, package sizes. The
objective is to serve different customer
needs or market segments while taking
advantage of the widespread name
recognition of the original brand.
BRAND CHAMPIONS:- Brand champions
are those employees who represent and
passionately promote the brand but are
not directly tied to the brand, marketing
or communications functions. Brand
champions are also known as Brand
Ambassadors or Brand Influencers.
BRAND MISSION- One of the first steps in
building a brand is often one of the
hardest: defining the brand mission. This
is a strategic brand step that, frankly, can
make or break a brand. It involves much
more than deciding who we are and
what we stand for, and it certainly
demands much more than lofty phrases
about brand identity, brand promise and
keeping customers happy.
BRAND INVENTORY It is just one piece
of brand audit,allows a brand to examine
its sources of brand equity.
Its purpose is to provide a current,
cmprehensive profile of how all the
products and services sold by a company
are marketed and branded,
BRAND ACTUALIZATION
MARKET PENETRATION: A market
penetration strategy involves focusing on
selling your existing products or services
into your existing markets to gain a higher
market share. The activity or fact of
increasing the market share of an existing
product, or promoting a new product,
through strategies such as bundling,
advertising, lower prices, or volume
discounts.

OUT OF HOME ADVERTISING:Out of home
is advertising that reaches the consumers
while they are outside their homes.Out-of-
home advertising is focused on marketing to
consumers when they are "on the go" in
public places, in transit, waiting (such as in a
medical office), and/or in specific commercial
locations (such as in a retail venue).
BRAND
STRETCH:The act of using an established bra
nd name in order to introduce
unrelated products, such as a
tobacco company that introduces non-
tobacco related products in order to
circumvent advertising restrictions.
BRAND ESSENCE: Most academic brand
management authors agree that every brand
has an identity and that every brand identity
contains an essence (DNA or kernel) that is
the very core of the brand. The brand
essence is most often an abstract idea or
sentence summarizing what is the heart and
soul of the brand. In order for the brand not
to become compromised, the brand essence
should stay the same over the course of time
and no marketing actions that will
compromise the brand essence should be
allowed.
BRAND MYSTIQUE: Mystique Brand
Communications helps small-to-medium
businesses position themselves, build brand
awareness, and create thought leadership
that engages their target markets on multiple
level measuring results at every step. The
process will help your story unfold
identifying the key values your brand
represents and defining the unique character
that should exist in every facet of your brand
experience.
INTERNET BRANDING:Internet branding
also referred to as online branding is a
brand management technique that uses
the World Wide Web as a medium for
positioning a brand in the marketplace.
Website creation and optimization, web
search social media, blogs, online press
releases, and video marketing are all
methods used for online branding
purposes.
The aim of internet branding is to create
value for consumers through enhancing
customer satisfaction and persuasive,
promotional offers.
EMPLOYEE BRANDING:Employee branding
is a new twist on identity regulation.
Employee branding shapes employees
behavior so that they project the brand
identity of their organizations products
through their everyday work behavior.
BRAND GENEALOGY: A genealogist
goes back in history, uncovers family
histories and constructs family trees.
Brand genealogy is a managerial mindset
introduced in the cultural branding model
(Holt 2004) where the brand manager
goes back and uncovers the brands
history. In the cultural approach, it is
assumed that brands play important roles
in mainstream culture and that the ways
they play these roles determine their level
of success.
BRAND REPUTATION: Brand reputation
refers to how a particular brand (whether
for an individual or a company) is viewed
by others. A favorable brand reputation
means consumers trust your company,
and feel good about purchasing your
goods or services.

CITIZEN-ARTIST BRAND:Brand citizenship is
ultimately about how a brand can effectively
connect us to something bigger and more
meaningful than ourselves---not only what
many people label do good initiatives,
which often sit apart from marketing and
brand management in a corporate structure.
BRAND CONSUMER EXCHANGE:A value
exchange between consumer and brand
is one of the fundamentals of modern
marketing; the basic transaction of
swapping rich data for better experiences,
as a means of facilitating commercial
transactions and improving connection
and engagement.

brand standards manual- It is a document

challenger brand-
A challenger brand is a company or product which provides the brands
communicators with a common vision and
brand in an industry that is not the category the tools for using the brand identity
leader. The term denotes the fact that such consistently and efficiently. A good
companies have to play from a position standards manual will save time, money,
behind the dominant player or leader in an and frustration. Example: The National
industry. Challenger brands may not be the Aeronautics and Space Administration's
top dogs in their categories, but they arent Standards Manual has recently been
followers too. Example: Micromax has been a revived and new 220-page version can be
perfect challenger brand. purchased over at standardsmanual.com.

JUMBLE DISPLAY : A mixture of products or LOGOTYPE:

brands from different companies placed on a A logotype is the way a companys product
single display. Its the practice at retail that or service name is designed. It typically
has driven many brands to create and incorporates a simply graphic treatment
provide their own in-store displays to remove such as a custom designed font or unusual
the risk of the brand being presented rendering of letter forms, to make the
inappropriately. name identifiable and uniquely ownable.

POTENTIAL PRODUCT:-Potential product

CUSTOMER DIVERSITY:-The concept of
diversity
encompasses acceptance and respect. It
means understanding that each individual
is unique, and recognizing our individual
differences. These can be along the
dimensions of race, ethnicity, gender,
sexual orientation, socio-economic
status, age, physical abilities, religious
beliefs, political beliefs, or other
ideologies.
talks about what changes are
possible and what remains to be done.
Potential product is the one which
encompasses all the possible
augmentations and transformations the
product or
offering might undergo in the future.
Potential product helps the companies
in
searching for the new ways to satisfy
customers and distinguish their
offering.

MVP: Minimum viable product- A core
component of Lean (used to describe a
product development process), an MVP is a
stripped down version of a product launched
quickly in order to gather user feedback
earlier in the product lifecycle. The version of
a new product allows a team to collect the
maximum amount of validated learning
about customers with the least effort.
PERCIEVED FIT: Many researchers and
market practitioners have considered
perceived fit as an important determinant in
brand extension success. Aaker and Keller
(1990) state that perceived fit means the
extent to which a consumer perceived the
new item to be consistent with the parent
brand. The researchers found that
consumers who had high brand trust
favorably evaluated brand extension when
they perceived a high fit between parent
brand and brand extension.
BRAND MIGRATION STRATEGY: it helps
consumers to understand how various
brands in the portfolio can satisfy their needs
as they change over time, or as the products
and brands themselves change over time.
Managing brand transitions is especially
important in rapidly changing,
technologically intensive markets.
BRANDING STRATEGY SCREEN: The
strategy screen makes explicit the criteria
that your organization will use to choose a
particular strategy or course of action.
.Although each organizations Strategy
Screen will be different, every nonprofit
should insist that any new strategy be
consistent with its mission and build upon or
reinforce its competitive advantage
BRAND VALUE PROPOSITION: A brand
value proposition is a promise of value to
be delivered and acknowledged. It is also
a belief from the customer how value
(benefit) will be delivered and
experienced. Creating a value proposition
is a part of the business strategy and can
apply to an entire organization, or parts
thereof, or customer accounts, or
products or services.
INTERNAL BRANDING: Internal branding
is a cultural shift within an organization,
where the employees become more
customer focused and more business
focused. We can achieve this by an
organized, communications and behavior
driven process, which leads to a desired
end state. Effective internal branding
brings huge benefits. Companies whose
workforces understand how they operate
and make money perform better.
Committed employees provide stronger
performance and higher customer
satisfaction.
RELATE MARKETING: marketing strategies
must transcend the actual product or
service to create stronger bonds with
consumers and maximise brand
resonance. The broader set of activities is
sometimes called relationship marketing
and is based on the premise that current
customers are the key to long term
success.
PRECISION MARKETING: Precision
marketing is a marketing technique that
suggests successful marketing is to retain,
cross-sell and upsell existing customers.
Precision marketing emphasizes relevance
as part of the technique. To achieve
relevance, Precision Marketing marketers
solicit personal preferences directly from
recipients
PERMISSION MARKETING: Permission
marketing is the opposite of interruption
marketing, instead of interrupting the
customer with unrequested information,
permission marketing aims to sell goods and
services only when the prospect gives
consent in advance to receive the marketing
information. Opt-in email is a prime example
of Permission marketing, where Internet
users sign-up (in other words give
permission) to receive information about a
certain product or a service.
PRODUCT DESCRIPTION: A product
description is a structured format of
presenting information about a product
which includes its benefits, form,
presentation, price, purpose etc. A good
product description should include a
detailed description of the product, its
special features which differentiate it from
other products unique selling points and
utility of the product. Ecommerce sites
take special care when it comes to product
description.

4. Brand mapping is a technique for

visualising the relationships between
brands. This is invaluable for
3. Private-label branding products or
understanding who your biggest
services, also known as "phantom brands"
competitors are, and what the key
are typically those manufactured or
factors are which differentiate one
provided by one company for offer under
brand for another.
another company's brand. Private-label
goods and services are available in a wide
range of industries from food to
cosmetics to web hosting.

PRODUCT PLACEMENT ADVERTISING-It is an

advertising technique used by companies to PRODUCT QUALITY-The group of
subtly promote their products through a
non-traditional advertising technique, usually features and characteristics of a saleable
good which determine its desirability and
through appearances in film, television, or
other media. Product placement stands out manufacturercontrolled
which can be by a
as a marketing strategy because it is the most requirements . Most businessesbasic
to meet certain
that
direct attempt to derive commercial benefit produce goods for sale have a product
from "the context and environment within quality or assurance department that
which the product is displayed or used". The monitors outgoing products for consumer
technique can be beneficial for viewers, since acceptability.
interruptive advertising removes them from
the entertainment.
UMBRELLA BRANDING:- Umbrella branding is SLOGAN:- Slogans are short phrases that
a marketing practice involving the use of a communicate descriptive or persuasive
single brand name for the sale of two or information about the brand. Slogans are
more related products. It is also known as powerful branding devices. DeBeers's, "A
Family branding. Eg:- Axe (By Unilever) has a Diamond is forever" tagline communicates
range of similar products that use the same that diamonds bring eternal love & never
family brand (Axe deodrants, Axe shampoo). lose value.

Brand Legacy Brand leader

It is a phenomena whereby a brand is
strongly associated with a particular product
or service. A brand legacy can have
significant value and is typically awarded to
companies that are dominant in a particular
product or category of products.
It is defined as the most widely sold and
recognized product in a particular market
segment. It is also called as market leader.
A brand leader usually also commands the
largest profit margins.

BRAND PREFERENCE-Brand Preference PRODUCT WARRANTY-A Warranty is a

characterizes which brand/product/service is
preferred under assumptions of equal price
and availability, it is an indicator of the
effectiveness of the companys marketing
strategies, customer loyalty, and
heterogeneity of consumer choices. For eg ,
if Britannia Pure Magic and Sunfeast Dark
Fantasy (say, chocolate flavor in both cases)
are equally priced at Rs. 20 (50gm packet)
and are equally available and 70% of the
consumers select Pure Magic over Dark
fantasy, it signifies a preference towards the
Pure Magic brand
term of a contract between you and the
trader or manufacturer. It can also be used
to describe additional protection given to
you when you buy a product. This gives
the seller or manufacturer a responsibility
to repair or replace the product if it is
damaged or faulty. It is actually a
manufacturers written promise as to the
extent of the repair, replacement, or
otherwise compensation for detective
goods. Warranties of whatever variation
help the consumer make his purchasing
decision

Niche market: The market niche defines

FIGHTER BRAND: A fighter brand is a lower
priced offering launched by a company to
take on, and ideally take out, specific
competitors that are attempting to under-
price them. The brand-product that is
launched along side of a brands bestseller
that fights in the marketplace for
customers based on price.
as the product features aimed at satisfying
specific market needs, as well as the price
range and production quality that is
intended to impact. The niche market is
highly specialized, and aiming to survive
among the competition from numerous
super companies. The niche market is
highly specialized, and aiming to survive
among the competition from numerous
super companies.
 BRAND DYNAMICS : Brand Dynamics is a
system of brand equity measurements,
BRAND LINE Brand line is defined as offering that reveals your brand's current equity
and opportunities for growth.Brand-
of all the products under one brand name. owners need guidance on how to fortify
This is basically incorporated to a better current equities, as well as how to
recall from customers, increased shelf-space generate growth and maximize current
and a means to continuously improve upon brand strength in-market.It uniquely
and develop new products. it also involves quantifies and diagnoses drivers of your
the risk of newness and if a new product current brand equity, and your future
fails, it severely hampers the image of the growth potential.It is the only system that
existing established brand. also traces the influence of brand
predisposition to what people choose and
how much they pay for it.

BRAND EFFICACY BRAND RECALL

Brand efficacy is the Brands ability to
produce the desired result. The manager
considers both safety and efficacy when it
came to meeting and over passing the quota
for the month; efficacy isn't just doing things
quickly, it's about doing things effectively to
reach the company goals. A brand represents
a promise to the customers, what they can
expect from our products/services and
achieving this goal is said to be brand
efficacy.
Brand recall is a qualitative measure of
how well a brand name is connected with
a product type or class of products by
consumers. It is often tested through
surveys or interviews; brand recall is
tested by asking participants question
such as "name as many car models as
possible". It is a more demanding memory
task than brand recognition because here
consumers are asked to say whether
theyve seen it before.

BRAND BALANCE: As the word

BRAND MAKEOVERS: With more
explains, brand balance is achieving
markets characterized by intense
balance in branding. In order to
competition, rapidly changing
achieve this managers must reconcile
products, and increasingly fickle
trade-offs in brand management and
customers, many marketers are
strike the balance between simplicity
looking at makeovers to breathe
and complexity in all brand decision
new life into their brands.
making and activity.

Vertical brand extension : Where the

brand is extended up into more
premium market segments or down
into more value conscious segments.
Some brand extensions are vertical
extensions of what they currently
offer. A brand can use their
ingredient/component heritage to
launch products in a more (or
sometimes less) finished form.
Relationship marketing :
Relationship marketing was first
defined as a form of marketing
developed from direct response
marketing campaigns which
emphasizes customer retention and
satisfaction, rather than a focus on
sales transactions.
Mass Customization : Mass
Customer Lifetime Value(CLV) :
customization is a marketing and
The sum of lifetime values of all
manufacturing technique that
customers. It is effected by revenue
combines the flexibility and
and by the cost of customer
personalization of custom-made
acquisitions, retention, and cross
products with the low unit costs
selling.
associated with mass production.

Logo: A graphical mark use to

Competitive Audit: Identifying your
identify a company, organization,
competitors and evaluating their
product or brand. Logos can be
strategies to determine their strengths
displayed alongside or in lieu of a
and weaknesses related to those of
companys name in order to
your own product or service.
generate awareness of the
Competitive analysis is a critical part
companys association with a
of your company marketing plan.
particular product or service.

Mindshare branding : The amount of

Brand self connection : Brand
consumer awareness or popularity
associations are used to construct
surrounding a particular product. It
one's self or to communicate one's
refers to consumer's perception of
self to others. It influences brand
particular brands or products
evaluations and attitude strength.
compared to their rivals.
business-to-business branding-it
product-brand tracking-it is defined as
refers to a situation where
tracking an individual brand or a
businesses that commercially
product by measuring brand
transact with other businesses
awareness and brand image, using
develop brand that creates a
both brand recall and brand
positive image and reputation for
recognition measures.
the company as a whole.

3. Brand imagery - The impression in the

4. Brand mix - A Brand Mix, also
consumers' mind of a brand's total
referred as brand assortment, is the
personality (real and imaginary qualities
group of all of the brand lines by a
and shortcomings). Brand image is
seller that are made available to the
developed over time through advertising
buyer.
campaigns with a consistent theme, and is
authenticated through the consumers'
direct experience.
BRAND ACTUALIZSTION- It is
BRAND MYTHOLOGY-Insights on the proprietary methodology to help brands
strategic aspects of marketing is defined make lasting and meaningful
as brand mythology. connections with consumers.
 Term 5

PRODUCT LINE EXTENSION-

A
product line extension is the
use of an established product brand name for a new
item in the same product
category

BRAND MANAGEMENT: Brand management

includes managing the tangible and intangible
characteristics of brand. In case of product
brands, the tangibles include the product itself,
price, packaging, etc. While in case of service
brands, the tangibles include the customers
experience. The intangibles include emotional
connections with the product / service.

BRAND IDENTITY Brand Identity is also

called as brand elements. Brand identities are
those trademarkable devices that serve to
identify and differentiate the brand. The main
ones are brand names, URLs, logos, symbols,
characters, spokespeople, jingles, packages
and signage.

Product
planning

It is the process of identifying market

requirements defining products feature set. It is the

process of searching ideas for new

products, screening them systematically,converting them

into tangibles &introducing new

products in the market.It involves formation of product

policies &
strategies &encompasses product design also known as product development
BRAND HIERARCHY-The product hierarchy
stretches from the basic need to particular items
that satisfy those needs. The six levels of the product
hierarchy

BRAND PERFORMANCE Brand Performance

is the result of desirability & profitability in a
brand. Brand Performance delivers top-line
growth while reducing costs to improve the
bottom line. It describes how well the products
or service meets customers functional needs.

BRAND VALUE CHAIN The brand value chain

is a structured approach to assessing the
sources and outcomes of brand equity and the
way marketing activities create brand value. It is
based on several premises. It provides insights
to support the various decision makers in the
company and stresses that every member of the
company contribute to this branding effort.

GLOBALIZATION It refers to the sourcing of

goods and services from locations around the
globe to take advantage of national differences
in the cost and quality of factors of production
like land, labor and capital.

BRAND PARITY: - It is the perception of the

customers that some brands are equivalent.
This means that shoppers will purchase within a
group of accepted brands rather than choosing
one specific brand. It is brand metric which
measures the perceived similarity/difference
between brands competing in the same
category.
CO-BRANDING:-Co-branding is the practice of
using multiple brand names together on a single
product or service. The term can also refer to
the display of multiple brand names or
corporate logos on a single Web site, so that
people who visit the site see it as a joint
enterprise.

BRAND ENDORSEMENTS: Endorsements

are a form of advertising that uses famous
personalities or celebrities who command a
high degree of recognition, trust, respect or
awareness amongst the people. Such people
advertise for a product lending their names
or images to promote a product or service

BRAND POSITIONIG STATEMENT: A

positioning statement is a one- or two-sentence
statement that articulates your product or
service's unique value to your customers in
relation to your chief competition. For example,
an expensive perfume might use the following
as its positioning statement: "The ultimate
fragrance for the discerning woman, our
perfume delivers a one-of-a-kind floral aroma
immediately recognizable as classic and rare."

BRAND SUPERIORITY: Superiority

measures the extent to which customers view
the brand as unique and better then other
brands. Superiority is absolutely critical to
building intense and active relationships with
customers and depends to a great degree on
number and nature of unique brand
associations that make up the brand image.
BRAND VOICE:- Brand voice is the purposeful
consistent expression of a brand through words
and prose styles that engage and motivate. It is
a distinct way of speaking and communicating
to make certain a brand is clearly heard, quickly
recognized and easily remembered.

BRAND CONSISTENCY- It is where a business

attempts to communicate messages in a way
which doesn't detract or wander away from the
core brand strategy, values and foundation.
Brand consistency is the secret to brand
success. With enough repetition, the brand is
ingrained in the customers mind, preferably
linked to things that matter to them.

BRAND AUDIT It is when companies try to

find and asses their brand health and image.
Its thoroughly examining brands current
market positioning compared to competitors.
Also determine its effectiveness and
communicating and executing company
message and goals.

PRINCIPLE OF PROMINENCE

CUSTOMIZATION: Customization means to

modify or build according to individual or
personal specifications or preference. Providing
the products and services in tune with the
customer/consumer/client needs. Marketers
can differentiate products by customizing them.
PRODUCT LINE :A product line is a group of
related products under a single brand sold by
the same company.Companies often expand
their offerings by adding to existing product
lines, because consumers are more likely to
purchase products from brands with which they
are already familiar. Companies create product
lines as a marketing strategy to capture sales of
consumers already buying the brand.

SERVICE BRAND:The Service brand represents a

service providing organisation. The service
brand is formed by professionals people within
the organisation. People actively working within
the service brand are also directly a personal
brand themselves.

BRAND ICON: An exclusive elite of valuable

brands can claim icon status, which is
considered the holy grail of brand management.
An iconic brand holds references that most
people agree upon and it obtains that status by
playing an active role in contemporary culture.

BRAND SYMBOLISM: A symbol-intensive

brand is a brand adopted not only for its
functional benefits, but above all, for the strong
symbolism and significance that it is able to
transmit, allowing a consumer to express his or
her identity, to signal status or manifest a sense
of belonging to a group.
BRAND VALUE CREATION:The performance of
actions that increase the worth of brand or
business. Many business operators now focus
on value creation both in the context of creating
better value for customers purchasing its
products and services, as well as for
shareholders.

brand crisis-
A special form of product crisis where the
negative event centres on one particular brand
or a set of brands belonging to the same
company. A brand crisis can take many forms,
which can linger differing lengths of time
depending on the survivability of the brand.
Short-term effects of a crisis are lost sales and
the costs associated with product recalls. In the
long term, the incident can severely damage the
affected brand's reputation.

PATENT:
A patent protects original inventions, a product
or process/methodology that provides a new
way of doing something, or a new solution.
Patents grant the owner a monopoly on the
invention for a fixed period of time.

PRODUCT DURABILITY:- Product

durability is the economic life of the
product. Durability of the product is
measured by how well it serves the
consumer, performs, stands to usage or
maintains its quality over
time.
Disruption: The term was coined by Clayton
Christensen, Disruption refers to an innovation
that gives new consumers access to product
historically only available to consumers with a
lot of money or skill often with a new business
model. Disruptive innovations tend to be
produced by outsiders and entrepreneurs,
rather than existing market-leading companies.

CELEBRITY ENDORSEMENT: Celebrity

branding or celebrity endorsement is a form of
advertising campaign or marketing strategy
used by brands, companies, or a non-profit
organization which involves celebrities or a well-
known person using their social status or their
fame to help promote a product, service or even
raise awareness on environmental or social
matters. Celebrity endorsement of a companys
product is effective largely because celebrities
have the potential to reach a large amount of
prospective consumers.

INGREDIENT BRANDING: It is a marketing

strategy where a component or an ingredient of
a product or service is pulled into the spotlight
and given its own identity. Everyone is familiar
with the now famous 'Intel Inside', and its
corresponding success.

REINFORCING BRANDS: Reinforcing involves

a number of actions, ensuring innovation in
product design, manufacturing, merchandising
and ensuring relevance in user and usage
imagery.
AFTER MARKETING: It is described as the steps
which an organisation takes after a sale of a
product or service is completed, to retain
customer loyalty for repeat sales. For products
that need service support like automobiles or in
the B2B marketing, after-sales service is
important and forms a major component of
after- marketing. It is marked by continuous
follow-up by the sales department.

5. Brand persistence reflects the extent to

which the current customer franchise and
their spending levels can be sustained
over time. Without continued
investments, brands can decline in value
for myriad reasons. Even traditionally
well-funded, high-equity brands such as
Kodak, Levi-Strauss, and Borders can be
vulnerable to a change in fortunes or even
bankruptcy.

PRODUCT RELIABILITY-Reliability of a product

conveys the concept of dependability,
successful operation or performance and the
absence of failures. It is an external property of
great interest to both manufacturer and
consumer. Unreliability (or lack of reliability)
conveys the opposite. The reliability of a
product (system) is the probability that the
product (system) will perform its intended
function for a specified time period when
operating under normal (or stated)
environmental conditions. The reliability of a
product gets determined by the decisions made
during the pre-production stages (Front-end,
Design, Development) and the production stage
of the product life cycle.
PRODUCT ENDORSEMENT:- A written or public
statement by a celebrity, business or
professional group extolling the virtues of a
product and recommending the use of the
product to the public. A product endorsement
from an authoritative figure is a key element in
business advertising & marketing campaigns.

Brand Licensing
Licensing means renting or leasing of an
intangible asset. It is a process of creating and
managing contracts between the owner of a
brand and a company or individual who wants
to use the brand in association with a product,
for an agreed period of time, within an agreed
territory. As an example, a beer company
located in Europe could lease its brand name to
an American brewer.

BRAND KNOWLEDGE-Brand Knowledge refers to

all the thoughts, feelings, images, experiences,
and beliefs that become associated with a
businesses brand. While a company will develop
its branded look, which includes company logo,
colors, and visuals, a brand is truly identified by
the consumer. The consumer will assign their
interpretation of the companys brand based on
their experience in dealing with the company
along with their beliefs and feelings about the
companies products or services. For example, a
consumer may experience poor customer
service or poor product support from a
company; the result would be an unfavorable
experience and thus a poor brand image from
the consumers point of view.

Segmentation: Segmentation means to divide

the marketplace into parts, or segments, which
are definable, accessible, and profitable and
have a growth potential. It needs to have a
'definable' segment - a mass of people who can
be identified and targeted with reasonable
effort, cost and time. Rightly segmenting the
market place can make the difference between
successes and shut down for a company.
PRODUCT DEVELOPMENT : The creation of
products with new or different characteristics
that offer new or additional benefits to the
customer.
Product development may involve modification
of an existing product or its presentation, or
formulation of an entirely new product that
satisfies a newly defined customer want or
market niche. Innovative new products are the
fuel for the most powerful growth engine you
can connect to.

BRANDING FIRM
A branding firm is a firm that specializes in
creating and launching brands, as well as
rebranding. The role of a branding agency is to
create, plan and manage branding strategies for
clients, but can also involve support in terms of
advertising and other forms of promotion. A
branding firm looks for innovative and game
changing ideas which are difficult for others to
replicate.

BRAND TRADE-OFF: Brand Trade Off

is a statistical technique used in market
research and marketing sciences. It
models the relationships between your
brands and the prices they command
relative to other brands, providing a
measure of relative brand value or
brand equity.

Supermarkets : A supermarket, a large

form of the traditional grocery store, is a
self-service shop offering a wide variety
of food and household products,
organized into aisles. It is larger and has
a wider selection than a traditional
grocery store, but is smaller and more
limited in the range of merchandise than
a hypermarket or big-box market.
Cash Cows : Some brands may be kept
around despite dwindling sales because
they still manage to hold onto a
sufficient number of customers and
maintain their profitability with virtually
no marketing support. Marketers can
efficiently milk these cash cows by
capitalizing on their reservoir of existing
brand equity.

Sonic Branding: Sonic branding is the

use of sound to reinforce brand identity.
It is increasingly becoming a vehicle for
conveying a memorable message to
targeted customer, taking advantage of
the powerful memory sense of sound.

Customer satisfaction index : It is a

measure of how products and services
supplied by a company meet or surpass
customer expectations.

brand strength-it measures the ability of

the brand to secure the delivery of
expected future earnings. It is reported
on a scale of 0-100 and is generally
judged in relation to other brands in the
industry.

5. Brand philosophy - Brand philosophy is a

distillation of its culture or ambience into a
group of core values that inform all aspects
of its business practices.

PRINCIPLE OF PROMINENCE- It is
defined as adjusting prominence to affect
perceptions of product distance.