Branding and Marketing Concepts

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Brand

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A business, product, or service identifiable through names, symbols, phrases, and/or qualities.

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Branding

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The process through which a business differentiates itself from competitors and manages consumer perceptions concerning its identity and value.

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Branding Process

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The process through which a company makes decisions regarding its brand, consisting of five steps: review company, determine unique perspective, create branding plan, consistently implement, monitor brand.

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Brand Identifier

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Any word, phrase, symbol, or image that identifies a brand.

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Trademark

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Legal protection for an identifying word, phrase, or image.

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Sub-brand

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A distinct brand name given to a product under a larger, often more broad, institutional brand.

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Interest in AIDA Model

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The phase where potential customers show interest in a product or service.

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Action in AIDA Model

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The final phase where potential customers take action to purchase a product or service.

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Consistently Implement in Branding Process

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A step in the branding process where the branding plan is consistently applied across all platforms.

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Licensing

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The practice of authorizing a third party to use a brand’s name and/or identifiers for a specified use.