Marketing communications

Marketing communications

Of or related to the coordination of a single advertisement delivered through one or more channels such as print, radio, television, direct mail, and personal selling etc.

Industry: Advertising

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Marketing communications

Brand Positioning

Advertising; Marketing communications

A marketing strategy implemented by a company in order to get their brand to occupy a distinct position in the mind of the costumers.

Brand Personality

Advertising; Marketing communications

Something to which the consumer can relate, and an effective brand will increase its brand equity by having a consistent set of traits. This is the added-value that a brand gains, aside from its ...

Brand Loyalty

Advertising; Marketing communications

When consumers become committed to your brand and make repeat purchases over time. Brand loyalty is a result of consumer behavior and is affected by a person's preferences. Loyal customers will ...

The structure of brands within an organizational entity. It is the way in which the brands within a company's portfolio are related to, and differentiated from, one another. The architecture should ...

Brand Association

Advertising; Marketing communications

Extent to which a particular brand calls to mind the attributes of a general product category. For example, asking for 'Pampers' when one wants disposable diapers.

Brand Essence

Advertising; Marketing communications

A phrase that communicates the fundamental nature of a trade name associated with one or more products made by the same company. A business marketing team will often spend considerable time ...

Brand Extension

Advertising; Marketing communications

A common method of launching a new product by using an existing brand name on a new product in a different category. A company using brand extension hopes to leverage its existing customer base and ...