Marketing

Marketing

Activities that direct the flow of goods and services from producers to consumers, involving advertising and other promotional techniques.

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Marketing > Advertising

Parent Brand

Marketing; Advertising

A brand that acts as an endorsement to one or more sub-brands within a range.

Positioning Statement

Marketing; Advertising

A written description of the position that a company wishes itself, its product or its brand to occupy in the minds of a defined target audience.

Rebranding

Marketing; Advertising

When a brand owner revisits the brand with the purpose of updating or revising based on internal or external circumstances. Rebranding is often necessary following a merger, ...

Repositioning

Marketing; Advertising

Communications activities to give an existing product a new position in customers’ minds and so expanding or otherwise altering its potential market. Many potentially valuable ...

Sub-brand

Marketing; Advertising

A product or service brand that had its own name and visual identity to differentiate it from the parent brand.

Tangibles

Marketing; Advertising

Capable of being touched. Tangible assets may include: manufacturing plant, bricks and mortar, cash, investments, etc. Tangible brand attributes may include: the product and its ...

Trademark

Marketing; Advertising

“Any sign capable of being represented graphically which is capable of distinguishing goods or services of one undertaking from those of another undertaking” (UK Trade Marks Act ...