Marketing and Branding Concepts

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Brand

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The personality of a product, service, or company as perceived by key constituencies: customers, potential customers, staff, partners, investors, and others.

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Brand Personality

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The human characteristics that bring a brand to life and help establish an emotional connection with customers and employees.

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Brand Position

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The space a business occupies in a customer’s mind. The overall total of what he or she knows, likes, dislikes, thinks, has experienced, and has heard.

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Brand Promise

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A concise statement about the benefits that are offered to people who choose to do business with a particular company.

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Branding

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The process of changing or reinforcing what is believed to build lasting relationships and committed customers.

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Unique Selling Proposition (USP)

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The distinctive qualities of a business that make its products and/or services stand out. Four categories: Price, Service, Quality, Selection.

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The Seven Ps

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A set of seven factors that marketers must consider when determining a business’s USP: Product, Price, Promotion, Place, People, Process, Physical Evidence.

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Touchpoints

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Any points at which potential and existing customers come in contact with a brand.

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Audience

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The type of people a business is attempting to attract and where they are located.

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Target Market

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A group of consumers defined by broad demographic factors: Gender, Age, Income, Cultural Background, Language, Geographic Region.