A brand that provides quality that exceeds the value of its price point without differentiating on price.
See: Mainstream Brand, Premium Brand, Ultra Premium Brand, Ultra Value Brand
Unlike a Unique Selling Proposition, a Value Proposition focuses on the intangible benefits of the offering. A competitor may claim the same or similar benefits, such as providing a solution. However, from the customer's perspective the value of these solutions are less than equal. (e.g., Tag Heuer vs. Rolex)
The brand name and other verbal elements that identify the brand. (e.g. jingles, tag lines, words, phrases, etc.) Collectively, these verbal cues form the voice of the organization.
Market classification based on industry, regardless of function.
What a brand looks like: Any symbols, colors, formats and other visual elements that identify a brand.
This week’s term:
Monadic Testing: Product testing where the respondent is only given one product to test, rather than comparing two or more.
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