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Advertising
A form of marketing that aims to persuade an audience to feel a certain way about products and services.
Industry: Marketing
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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, acquisition, or if the ...
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 products lead an ...
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 packaging. Tangible ...
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 1994).
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