Brand Management

• Advertising budget is the amount of money set aside for marketing and advertising purposes.

• Affiliate marketing is a marketing scheme in which a company rewards affiliates for the business created through an affiliate marketing tactic.

• Each product comes in at least three versions: basic, current and enhanced.

• Banner advertising refers to the use of a rectangular graphic display that extends at the top, bottom, or sides of a website or online resource.

• Underline advertising is an advertising strategy in which products are advertised in media other than mainstream radio or television.

• Black Friday refers to the day after Thanksgiving and is symbolically seen as the start of the holiday shopping season.

• A brand is an intangible marketing or business concept that helps people identify a company, product, or person.

• Brand awareness refers to consumer familiarity with a particular product or service.

• Brand equity refers to the value that a company receives from having its name known compared to its generic equivalent.

• Brand extension is the introduction of a new product that builds on the name and reputation of an already established product.

• Brand identity is the visible elements of a brand, such as color, design, and logo, that identify and make a brand stand out in the minds of consumers.

• Brand loyalty - repeat purchases of a particular brand based on the perception of higher quality and better service than any competitor - independent of price.

• Brand identity is the totality of human characteristics that are attributed to a brand. “Companies must accurately define their brand identity so that it resonates with the right consumers.

• Brand awareness is the ability of consumers to recognize the distinctive characteristics of one company compared to a competitor.

• Commercialization is the process of bringing new products or services to market.

• Cost Per Thousand Impressions (CPM) is a marketing term that refers to the cost an advertiser pays for a thousand impressions of an ad on a web page.

• The DAGMAR model defines the four steps of an effective advertising campaign: awareness, understanding, persuasion and action.

• Data mining is the process of analyzing large amounts of information to identify trends and patterns.

• Digital marketing includes marketing to consumers through any number of digital channels.

• Direct marketing consists of any marketing based on direct communication or distribution to individual consumers and not through a third party such as the media.

An elevator presentation is a slang term for a short speech that outlines an idea for a product, service, or project.#

• A pioneer is a company that gains a competitive advantage by being the first to introduce a new product or service to the market.

• Greenwashing is an attempt to capitalize on the growing demand for organic products.

• Guerrilla marketing is the use of new or unconventional methods to increase sales or generate interest in a brand or business.

• Companies are chasing the halo effect because it provides both brand loyalty and consistent loyal customers.