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ME12 3.03

Branding Vocabulary

TermDefinition
branding The ongoing decision-making process about the use of brands
product branding A name, term, symbol, or design (or combination of them) that identifies a product and distinguishes it from competitors’ products
brand identity the visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in consumers' minds
brand promise a value or experience a company's customers can expect to receive every single time they interact with that company. The more a company can deliver on that promise, the stronger the brand value in the mind of customers and employees
perception is what customers believe a product or service represents, not what the company owning the brand says it does.
brand loyalty Customers’ allegiance to a particular brand
Created by: paige.kylehaney
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