Marketing Glossary
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]
| Rank | Brand | Brand value (millions) | % change from prior year | Rank | Brand | Brand value (millions) | % change from prior year |
|---|---|---|---|---|---|---|---|
| 1 | Apple | $234,241 | 9% | 16 | Nike | $32,375 | 7% |
| 2 | $167,713 | 8% | 17 | L Vuitton | $32,223 | 14% | |
| 3 | Amazon | $125,263 | 24% | 18 | Oracle | $26,288 | 1% |
| 4 | Microsoft | $106,847 | 17% | 19 | GE | $25,556 | -22% |
| 5 | Coca-Cola | $63,365 | -4% | 20 | SAP | $25,092 | 10% |
| 6 | Samsung | $61,098 | 2% | 21 | Honda | $24,422 | 3% |
| 7 | Toyota | $56,246 | 5% | 22 | Chanel | $22,134 | 11% |
| 8 | Mercedes | $50,832 | 5% | 23 | Amex | $21,629 | 13% |
| 9 | Macdonald’s | $46,362 | 4% | 24 | Pepsi | $20,468 | -1% |
| 10 | Disney | $44,362 | 11% | 25 | JP Morgan | $19,044 | 8% |
| 11 | BMW | $41,440 | 1% | 26 | IKEA | $18,407 | 5% |
| 12 | IBM | $40,368 | -6% | 27 | UPS | $18,072 | 7% |
| 13 | Intel | $40,197 | -7% | 28 | Hermes | $17,920 | 9% |
| 14 | $39,857 | -12% | 29 | Zara | $17,175 | -3% |
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]