I | Iceberg Principle through Isolation Effect | Brand Terms

Iceberg Principle:

The theory that consumers' true desires lie deep under the surface. Suggesting that aggregated data can hide information that is important for the proper evaluation of a situation.

See: Psychographics

Ideation:

The formation of ideas and concepts.

Image Objectives:

The way in which an organization believes it would like the marketplace to view its brand. (e.g., socially responsible, innovation leader, most exclusive…)

Image Pricing:

The theory that a premium price increases consumer desire.

See: Psychographics

Imagery:

Photographs, illustration, video and/or graphic elements used in communications to reflect and promote an offering.

Improvement Model:

Developing a "next generation" product, by using the industry leader's product as the archetype.

Impulse Buying:

Unplanned purchase of an attractively presented, conveniently located and/or competitively priced offering.

Impulse Goods:

Items which are purchased in the spur of the moment. These items tend to be of minimal investment.

Inattentive Blindness:

The theory that a strong focus on one factor can cause a total lack of awareness on another factor(s).

Influencer:

A person in a group buying situation (family, company or club) who exerts significant influence in the final buying decision.

Information Architecture:

Improving user interaction, clarity, and understanding by organizing information.

Ingredient Brand:

A brand that when used as a component, adds credibility to an offering. (e.g., Gortex®, Intel®, Google®…)

Initiator:

A person in a group buying situation (family, company, or other organization) who first suggests making a particular purchase.

Intangible Attributes:

Elements that have no physical dimensions or are discernible by the senses.

See: Tangible Attributes

Interlock:

Points of cross-functional collaboration in pursuit of a goal, such as a task force team—cooperative individuals in departments who supply resources or advice, and so forth.

Internal Brand Alignment:

Employee's understanding of the personal role they each play in contributing to customers' perceptions of the brand, and acting in a way that supports that understanding.

Isolation Effect:

The notion that an offering will appear more attractive when placed apart from competitive offerings. (e.g., orange juice sold in the produce section)