Brand Architecture
The structure of brands within an organization, defining the relationships between parent brands, sub-brands, and other brand entities. Crucial for organizing brand portfolios and ensuring cohesive brand management.
54 topics found for:
“brand management”
Parent Brand
The main brand in a brand architecture that houses sub-brands or extensions. Crucial for providing overarching brand identity and consistency across sub-brands.
Branded House
A brand architecture strategy where all products share a common brand name and identity. Essential for creating a cohesive brand image and leveraging brand equity across products.
On-Brand
Actions, messages, or visuals that are consistent with the established brand identity and values. Essential for maintaining brand integrity and ensuring all communications align with brand standards.
Brand Canon
The established set of core values, stories, and attributes that define a brand's identity and guide its communications. Essential for maintaining brand consistency and authenticity.
Off-Brand
Actions, messages, or visuals that do not align with the established brand identity and values. Important for identifying and correcting deviations from brand standards.
Brand Strategy
A long-term plan for the development and management of a brand to achieve specific goals. Essential for guiding brand development and ensuring alignment with business objectives.
Masterbrand
The primary brand in a brand architecture that serves as the foundation for all sub-brands and extensions. Essential for providing a unified brand strategy and leveraging brand equity across multiple products.
Brand Management
The process of developing and maintaining a brand to ensure it meets business goals and customer expectations. Crucial for sustaining brand equity and achieving long-term success.
Sub-Brand
A brand that is part of a larger brand family, often having its own distinct identity while being related to the parent brand. Important for diversifying a brand's market presence and reaching new customer segments.
Brand Alignment
The practice of ensuring that all brand activities and communications are consistent with the brand's values, mission, and identity. Essential for maintaining a cohesive brand image and fostering trust and loyalty among customers.
Brand Book
A document that outlines the guidelines for how a brand should be presented, including visual identity, messaging, and tone. Essential for maintaining brand consistency and integrity.
Brand Audit
A thorough examination of a brand's current position in the market and its effectiveness in reaching its goals. Important for assessing brand health and identifying areas for improvement.
House of Brands
A brand architecture strategy where multiple distinct brands are managed under a single parent company. Crucial for managing diverse product lines and maximizing market reach.
Brand Gap
The difference between a brand's desired perception and the actual perception held by consumers. Important for identifying areas of improvement and aligning brand strategy with consumer expectations.
Brand Equity
The value a brand adds to a product or service beyond the functional benefits, encompassing factors like brand awareness, perceived quality, and customer loyalty. Crucial for understanding the long-term value of a brand and its impact on business success.
Brand Guidelines
A set of rules and standards that define how a brand should be represented across all media and platforms. Crucial for ensuring brand consistency and maintaining brand integrity.
Brand Assets
The visual, auditory, and other sensory elements that represent a brand, such as logos, colors, and jingles. Crucial for creating a consistent and recognizable brand presence.
Brand Experience
The totality of all interactions a customer has with a brand, shaping their overall perception and relationship with the brand. Essential for building strong customer relationships and fostering brand loyalty.
Brand Image
The perception of a brand in the minds of consumers, shaped by interactions and experiences with the brand. Crucial for understanding consumer perceptions and guiding brand strategy.
Brand Standards
Guidelines that dictate how a brand should be presented across various media to ensure consistency. Crucial for maintaining brand integrity and ensuring uniformity in brand communications.
Brand Positioning
The strategy of placing a brand in the market to occupy a distinct and valued place in the minds of the target audience. Crucial for differentiating a brand and achieving competitive advantage.
Trademark
A symbol, word, or words legally registered or established by use as representing a company or product. Crucial for protecting brand identity and ensuring legal rights to brand elements.
CEM
Customer Experience Management (CEM) is the process of managing and improving the interactions and experiences customers have with a brand across all touchpoints. This process is essential for building strong customer relationships and enhancing brand loyalty.
Brand Touchpoint
Any interaction or communication between a brand and its audience. Important for managing and optimizing all points of contact to ensure a positive brand experience.
Co-Branding
A marketing strategy where two brands collaborate to create a product or service that leverages the strengths of both. Crucial for expanding market reach and enhancing brand value through strategic partnerships.
Brand Awareness
The extent to which consumers are familiar with a brand and can recognize it. Crucial for establishing a strong market presence and driving customer acquisition.
Brand Exposure
The extent to which a brand is seen or experienced by potential customers through various media channels. Crucial for increasing brand awareness and reaching new audiences.
Design Audit
A comprehensive review of a brand's design assets and practices to ensure consistency and effectiveness. Important for maintaining a cohesive and effective brand identity.
Private Label
Products manufactured by one company for sale under another company's brand name. Important for retailers to offer exclusive products and build customer loyalty.
Mindshare
The level of awareness or popularity a product or brand has among consumers. Essential for understanding brand perception and guiding marketing and product design strategies to enhance visibility and user adoption.
DAM
Digital Asset Management (DAM) is a system that stores, organizes, and manages digital assets, such as images, videos, and documents. Essential for maintaining and leveraging digital content efficiently in product design and marketing.
Competitive Differentiator
A unique attribute, feature, or capability of a product, service, or brand that sets it apart from competitors in the market. Essential for identifying and leveraging unique selling points to create a competitive advantage, enhance brand value, and attract and retain customers in the market.
Advocacy Marketing
A marketing strategy that leverages satisfied customers to promote products through word-of-mouth and personal endorsements. Important for product managers and marketers to enhance brand loyalty and customer engagement.
CX
Customer Experience (CX) is the overall perception and feeling a customer has when interacting with a company, its products, or services. Crucial for ensuring positive interactions with a company, driving loyalty and satisfaction.
Demand Generation
The process of creating awareness and demand for a product or service through marketing activities. Crucial for driving interest and engagement in potential customers.
RTB
Reasons to Believe (RTB) is a marketing concept that refers to the evidence or arguments that support a product's claims and persuade consumers of its benefits. Essential for building trust and credibility with customers.
NPS
Net Promoter Score (NPS) is a metric used to measure customer loyalty and satisfaction based on their likelihood to recommend a product or service to others. Crucial for gauging overall customer sentiment and predicting business growth through customer advocacy.
Color Space
A specific organization of colors, which helps in the representation of color in both physical and digital forms. Crucial for accurate color representation and consistency across different mediums.
Perky Effect
A phenomenon where vivid mental images can interfere with actual perception, causing individuals to mistake imagined experiences for real ones. Important for ensuring that marketing and product design set realistic user expectations to avoid disappointment and maintain brand integrity.
Iconography
The visual images, symbols, or modes of representation collectively associated with a subject, often used in design to communicate ideas quickly and effectively. Important for creating cohesive and meaningful visual systems.
Activity Tracking
A dark pattern where users' activities are tracked without their explicit consent or knowledge. Designers must avoid this practice and ensure clear communication about tracking to respect user privacy.
Engagement Score
A metric used to rank leads based on their engagement with a brand, indicating their readiness to purchase. Crucial for prioritizing leads and improving sales efficiency.
Community Building
The process of creating or enhancing a community among individuals with common interests, goals, or values. Crucial for fostering user engagement and loyalty through shared interests and values.
Halo Effect
A cognitive bias where the perception of one positive trait influences the perception of other unrelated traits. Important for designers to manage and utilize this bias effectively in user experience design.
CSM
CSM (Customer Success Management) is a business methodology focused on ensuring customers achieve their desired outcomes while using a product or service. Crucial for driving customer retention and satisfaction.
Marketing Canon
A set of fundamental principles and guidelines that inform and shape marketing practices. Crucial for maintaining consistency and ensuring high-quality marketing outcomes.
LTV
Lifetime Value (LTV) is a metric that estimates the total revenue a business can expect from a single customer account throughout their relationship. Crucial for informing customer acquisition strategies, retention efforts, and overall business planning by providing insights into long-term customer profitability.
Design Maturity
The level of sophistication and integration of design practices within an organization's processes and culture. Essential for assessing and improving the effectiveness of design in driving business value and innovation.
ROI
Return on Investment (ROI) is a performance measure used to evaluate the efficiency or profitability of an investment or compare the efficiency of different investments. Crucial for assessing the financial effectiveness of business decisions, projects, or initiatives.
Product Development
Product Development is the process of bringing a new product to market or improving an existing one. Crucial for innovation, meeting customer needs, and maintaining a competitive edge.
UX
User Experience (UX) refers to the overall experience of a person using a product, system, or service, encompassing all aspects of the end-user's interaction. Crucial for creating products that are not only functional but also enjoyable, efficient, and satisfying to use.
Social Selling
The use of social media platforms to connect with prospects, build relationships, and ultimately drive sales. Important for leveraging social media to enhance sales strategies.
POUR
Perceivable, Operable, Understandable, and Robust (POUR) are the four main principles of web accessibility. These principles are essential for creating inclusive digital experiences that can be accessed and used by people with a wide range of abilities and disabilities.