Advertising

Advertising

A form of marketing that aims to persuade an audience to feel a certain way about products and services.

Contributors in Advertising

Advertising

The means by which a brand is created in the mind of a stakeholder. Some experiences are controlled such as retail environments, advertising, products/services, websites, etc. Some are uncontrolled ...

Brand Extension

Marketing; Advertising

Leveraging the values of the brand to take the brand into new markets/sectors.

Brand Harmonization

Marketing; Advertising

Ensuring that all products in a particular brand range have a consistent name, visual identity and, ideally, positioning across a number of geographic or product/service markets.

Brand Identity

Marketing; Advertising

The outward expression of the brand, including its name and visual appearance. The brand’s identity is its fundamental means of consumer recognition and symbolizes the brand’s differentiation from ...

Brand Management

Marketing; Advertising

Practically this involves managing the tangible and intangible aspects of the brand. For product brands the tangibles are the product itself, the packaging, the price, etc. For service brands (see ...

Brand Positioning

Marketing; Advertising

The distinctive position that a brand adopts in its competitive environment to ensure that individuals in its target market can tell the brand apart from others. Positioning involves the careful ...

Branding

Marketing; Advertising

Selecting and blending tangible and intangible attributes to differentiate the product, service or corporation in an attractive, meaningful and compelling way.