By Interbrand, Jeff Swystun
Branding is an important administration functionality, but model language is different, misunderstood and sometimes abused. With this ebook, Interbrand, the major model technique and layout consultancy, units out to demystify, train, tell and entertain. even more than a word list, this booklet is a useful significant other for all these growing and coping with brands.
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Extra info for The Brand Glossary
Sample text
Com can also redirect casual browsers to the main URL. This is a form of marketing that sends messages directly to consumers, using “addressable” media like mail. Direct marketing, therefore, differs from regular advertising in that its messages aren’t placed in third-party media (like radio, T V, or billboards by the roadside). Direct marketing is attractive to many marketers because, in many cases, its effectiveness can be measured directly. In contrast, measurement of other media must often be indirect, since there is no direct A term often used to describe a new innovation – a product that departs significantly from previous products in the same area.
In brand management, managers are very entrepreneurial and pay little attention to competition with other brands owned by their company in the same or related categories. On the other hand, category management broadens managers’ responsibilities so they are responsible for the category’s and the brand’s overall financial well-being. They manage cannibalization (see above), optimization, and cross-promotion situations. Cause Branding Cause branding relates to a for-profit organization aligning itself with a charitable cause to share mutual benefits.
Corporate Identity This is a corporation’s brand and it is communicated through the combination of the organization’s name and its use of visuals (logo/color/artwork). Furthermore, corporate identity includes all an organization’s supporting communications elements such as tone, manner, graphic structure, and music. Council A permanent working group within a company that guides and manages the building of a brand, evaluates its success or failure, and takes steps to reinforce the former and correct the latter.
