Specific, measurable outcomes or results that a brand plans to achieve in a given period.
See: Ends
Any actions that serve to distort the brand message.
What a company offers for sale to customers. An offering includes the product and its features, quality, and associated services such as financing, warranties and installation.
A market or industry dominated by a small number of sellers relative to the size of the market. (e.g., Coke and Pepsi are oligopolists operating in an oligopoly.)
See: Oligopsony
A market in which there are few buyers relative to the number of sellers.
See: Oligopoly
Behavior encouraged to ensure that an organization is committed to delivering the desired brand experience to all audiences, internal and external.
The inability for a consumer to make a decision when faced with too many choices.
Historical accounts obtained through interviews with persons having firsthand knowledge; usually through audio or video recordings.
This week’s term:
Brand Identity Misalignment: Presenting a brand identity that does not reflect the strategic intent of the brand strategy. This often results in ineffective tactical decisions that damage both brand equity and brand value.
See: Brand Image Map
Brand Related:
Sign up for Brand Related and learn all about brands and branding.
