By Interbrand, Jeff Swystun
Branding is an important administration functionality, but model language is diverse, misunderstood and infrequently abused. With this e-book, Interbrand, the top model process and layout consultancy, units out to demystify, train, tell and entertain. even more than a word list, this ebook is a useful better half for all these developing and coping with manufacturers.
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Extra resources for The Brand Glossary
Customer Often used interchangeably with “consumer,” a customer is one who actually purchases a brand, product, or service. Customer Acquisition This is the process of using a variety of marketing techniques to gain customers who were previously unaware of a company’s products or services. Simply stated, the goal of a customer acquisition program is to transform potentional customers into actual buyers. Convincing a customer to buy is the goal of marketing – convincing a customer to continue to buy is the goal of branding.
Customer Characteristics Customer characteristics refer to distinct demographic, behavioral, and psychographic features, traits, or facts. They include age, sex, earning power, occupation (demographics); propensity to purchase and repeat purchase (behavioral); and expressed self-image, attitudes about life, and so on (psychographics). Groups of customers who share the same or similar characteristics become a defined customer segment, which can then be effectively targeted with products and promotions relevant to their needs.
It comprises: • • • • • Awareness (understanding there is such a brand) Interest (learning more about its value) Desire (comprehending the need for it) Action (making the purchase decision) Post-purchase evaluation. Marketers will use different tactics to move consumers from step to step. Specific measures of success must be developed against each step to gain clear understanding of effective and efficient branding and marketing practices. Conversional Marketing This is an activity designed to get consumers to change their minds, ideas, or attitudes about a product.
The Brand Glossary by Interbrand, Jeff Swystun