Difference between revisions of "Marketing Glossary"
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| + | ==Brand Equity== | ||
| + | Brand equity is a set of assets or liabilities in the form of brand visibility, brand associations and customer loyalty that add or subtract from value of a current or potential product or service driven by the brand. It is a key construct in the management of not only marketing, but also business strategy.<ref>https://www.prophet.com/2016/09/brand-equity-vs-brand-value/</ref> | ||
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==Brand Value== | ==Brand Value== | ||
Brand value...is the financial worth of the brand. To determine brand value, businesses need to estimate how much the brand is worth in the market – in other words, how much would someone purchasing the brand pay?<ref>https://www.prophet.com/2016/09/brand-equity-vs-brand-value/</ref> | Brand value...is the financial worth of the brand. To determine brand value, businesses need to estimate how much the brand is worth in the market – in other words, how much would someone purchasing the brand pay?<ref>https://www.prophet.com/2016/09/brand-equity-vs-brand-value/</ref> | ||
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== Positioning Statement == | == Positioning Statement == | ||
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A additional source of good material on positioning statements and taglines is provided by MerlinOne, self described as an "AI-Centric Digital Asset Management Software" company.<ref>https://merlinone.com/brand-positioning-statements-with-6-examples/</ref> | A additional source of good material on positioning statements and taglines is provided by MerlinOne, self described as an "AI-Centric Digital Asset Management Software" company.<ref>https://merlinone.com/brand-positioning-statements-with-6-examples/</ref> | ||
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A tagline is a catchy quip that evokes an image of your brand in the minds of your customers. Taglines enable people to make lighthearted associations with your business: "When I see [tagline], I think [company]." <ref>https://blog.hubspot.com/marketing/brand-slogans-and-taglines</ref> | A tagline is a catchy quip that evokes an image of your brand in the minds of your customers. Taglines enable people to make lighthearted associations with your business: "When I see [tagline], I think [company]." <ref>https://blog.hubspot.com/marketing/brand-slogans-and-taglines</ref> | ||
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Revision as of 19:15, 25 April 2020
Brand Equity
Brand equity is a set of assets or liabilities in the form of brand visibility, brand associations and customer loyalty that add or subtract from value of a current or potential product or service driven by the brand. It is a key construct in the management of not only marketing, but also business strategy.[1]
Brand Value
Brand value...is the financial worth of the brand. To determine brand value, businesses need to estimate how much the brand is worth in the market – in other words, how much would someone purchasing the brand pay?[1]
Positioning Statement
A positioning statement is a brief description of a product or service and target market, and how the product or service fills a particular need of the target market. It's meant to be used as an internal tool to align marketing efforts with the brand and value proposition.[1]
A additional source of good material on positioning statements and taglines is provided by MerlinOne, self described as an "AI-Centric Digital Asset Management Software" company.[2]
Tagline
A tagline is a catchy quip that evokes an image of your brand in the minds of your customers. Taglines enable people to make lighthearted associations with your business: "When I see [tagline], I think [company]." [1]