branding terms

some frequently used terms in brand management

Brand positioning :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 manipulation of every element of the marketing mix.

Brand Patterns :“Brand Patterns” cause consumers to migrate their value from existing brands to other brands. These patterns help brand managers understand “what might come ahead” in terms of changing consumer needs and how innovation/modification changes to meet their needs.

Brand promise :The spoken or unspoken expression of the continuing, important and specific benefits clients connect with a firm, service or product

Brand commitment :The degree to which a customer is committed to a given brand in that they are likely to re-purchase/re-use in the future. The level of commitment indicates the degree to which a brand's customer franchise is protected form competitors.