Difference between revisions of "Marketing Glossary"
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Revision as of 20:18, 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]
Branding 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]
See Brand Value for additional details.
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]