File Name: glossary of business terms and definitions .zip
Learning basic business terms is pivotal to improving your business acumen.
Glossary of business terminology
Brand Equity? Unique Buying Proposition? Brand Architecture? The following definitions are included for that purpose. This glossary of key branding terms is an easy-to-use reference tool that helps define terminology used in the branding and marketing world. A mix of tangible and intangible attributes, symbolized in a trademark that can be managed to create value for organizations and customers. The face or spokesperson of a brand.
The brand ambassador, which historically took the form of a CEO, celebrity endorser or other paid affiliate, represents the essence of a brand and is a controlled effort to humanize brand messaging, mission and outreach. More recently, employees, loyal customers and anyone passionate about the brand, have assumed the title.
The ambassador eats, breathes and lives the brand, providing customers with a tangible and influential brand experience while serving as the campaigner, defender and avatar of the brand.
Categories of brands that share specific, universally recognizable personality traits, attitudes, and behaviors. Identification with and archetype allows brands to foster a deeper connection and understanding with their target audience. These archetypes can then be used to align the brand with specific customer personas and focus the efforts of marketing teams. It shows the role and hierarchy that each brand plays in the greater structure of the company and defines the function of each.
It provides clarity to companies and enables them to differentiate their brand elements and be intentional about managing brand equity. The individual elements that come together to form the outward-facing brand. Brand assets include the fonts, colors, animations and resources that must work together in order to forge the distinctive appearance of a brand. While each element can stand alone to spark recognition of the brand, the union of all these elements is what creates a cohesive brand identity.
Brand attributes help establish the spirit and tone that inform all communications and effectively guide internal culture. They are the qualities that make a brand unique, personal and recognizable. A thorough, under-the-hood examination of a brand to uncover performance, position and customer insights.
A brand requires these inspections in order to identify strengths, weakness and opportunities for refinement or new initiatives. The results of a brand audit will align teams and set the stage to prioritize and manage any course corrections needed. Greater brand awareness is often a primary goal of marketing a product or service and is critical when launching a new brand. Brand awareness coupled with brand preference creates an opportunity for premium pricing.
The process of objectively examining a brand to better understand its role within the competitive landscape and gain insights into its consumers and what motivates category purchase. Brand equity represents the sum of all distinguishing qualities of a brand, drawn from all relevant stakeholders, that result in personal commitment to and demand for the brand; these differentiating thoughts and feelings make the brand valued and valuable.
The means by which a brand is created in the mind of a stakeholder through all experiences and interactions with or involving the brand. Some are uncontrolled, like journalistic comment and word of mouth. Strong brands arise from consistent experiences that combine to form a clear, differentiated overall brand experience.
A brand must first establish brand equity in order to successfully and intentionally extend into new categories and offerings. Bridging the gap creates a cohesive brand identity that unites strategy and creative teams, and drives better customer connections. A comprehensive document or rulebook affirming the principles of a brand and providing guidance for understanding its legacy, vision, mission, personality and attributes.
Brand standards inform staff, external agencies and vendors of the code under which the brand operates. It serves to establish appropriate usage, variants and application of each of the brand assets, and specifies how each element fits together. Synonyms: Brand Standards, Style Guide. A system or order that differentiates the individual sub-brands of a larger brand and can be based on size, performance, public recognition and financial value.
The outward expression of a brand as it is seen and heard in the market—specifically the distinguishing verbal and visual elements and messages that appeal to the customer. These include the brand name, logo, tagline, tone and typography. For users this is based on practical experience of the product or service concerned informed impressions and how well this meets expectations; for non-users it is based almost entirely upon uninformed impressions, attitudes and beliefs.
A continued analysis and execution of all techniques utilized to maximize the value of the brand over time. The management of all tangible and intangible elements representing or supporting the brand experience with the goal of increasing brand awareness and enhancing brand loyalty. A visual manifestation of a brand that provides a top-level view of all its inner workings, including employee roles, brand purpose, offerings and pricing. The brand map can be a useful tool to guide employee onboarding and training as well as larger organizational initiatives such as mergers and acquisitions.
The attribution of human personality traits seriousness, warmth, imagination, etc. These traits inform brand behavior and are manifested to customers through employee actions and through prepared communication, packaging and advertising. The distinctive space that a brand occupies in its competitive environment to ensure that individuals can recognize and elect the brand over others.
A gauge of customer choice in a particular category, or the act of a customer choosing one product over another. The strength or weakness of a brand in a particular purchasing decision, influenced by its brand positioning. The long-term strategy that guides a business in the development of a brand and its implementation in every aspect of marketing and operations. It is frequently used to guide brand strategy and make the case for branding investments, and it showcases the impact that a brand has on business performance now and in the future.
Creating, selecting and blending attributes to differentiate a product, service or business in an attractive, meaningful and compelling way. It works to illustrate the brand using consistent themes that align with brand promises to build the preference and loyalty of the consumer. Branding agencies specialize in strategic brand building and management.
Unlike advertising or marketing agencies, branding agencies focus on strategically positioning a brand in the competitive market and in the mind of the consumer rather than on tactically communicating brand services or offerings. The use of two or more brand names in support of a new product, service or venture. The strategic selection of color, tones and hues evokes emotion for—and recognition of—a particular brand.
Often used synonymously with sub-brand, an endorsed brand is generally a product or service brand name that is supported by a masterbrand—either dominantly e. Apple Watch or lightly e. Nestle Kit-Kat. The index is compromised of the fundamentals in brand positioning identity, image, personality, awareness and communication and ethical variables such as beliefs, values and customs. Examples: LinkedIn, Youtube and Dropbox.
A brand with little differentiation in its positioning that lacks a recognizable logo or brand assets. Typically, these brands are not advertised and serve as a lower-cost alternative. Example: Walgreens-brand Ibuprofen. A consistent theme of the graphic elements e. Graphic style is recognizable by the visual traits of an overall parent brand and can vary slightly but is overall consistent among the sub-brands.
A small, graphic representation of a brand or brand function, typically within a graphical user interface. An icon helps users recognize a brand, illustrate what a brand does and navigate to or through its app and website.
NASA, which is an acronym. Elements of a brand that are incapable of being touched and often difficult to assign value to.
Intangibles assets include trademarks, copyrights, patents, design rights, proprietary expertise, databases, etc. Intangible brand attributes include: brand names, logos, graphic style e. Adidas three stripes , colors, shapes and smells. The terms logo and trademark are used synonymously. A company that has achieved a dominant position—either in scale or influence—within its field. This leading position often comes about because the company was the first to market a certain type of product and, with the protection of a patent, has managed to consolidate its position before direct competition was possible.
Alternatively, a company may overtake a previous market leader through greater efficiency and skillful positioning. Can be expressed either in terms of volume how many units sold or value the worth of units sold.
A brand that dominates all products or services in a range or across a business. Sometimes used with sub-brands, sometimes used with alpha or numeric signifiers. Mercedes-Benz and BMW are both employed as masterbrands.
Communication that is strategically written to target an audience segment and encourage them to purchase and engage with the brand.
A formal declaration of the goals, values and purpose of a company. The mission statement defines why the company exists, what it aims to achieve and guides all decision making. It is commonly used by fashion brands such as Chanel or Louis Vuitton.
A company that descriptively conveys the characteristics of its services without being specific to its brand story. A brand name that suggests an association with an underlying benefit or conveys the positioning of the brand. Evocative names conjure emotions, imagery, metaphors and experiences in the mind of the consumer.
Examples: Starbucks, Patagonia and Nike. A brand name that describes the experience a customer will have with the brand. Examples: Pivot, Agility and Safari. A brand name that describes an entire category of products or services and provides little differentiation.
Examples: Waster Management, Hotels. An original brand name that is invented and has no linguistic definition or meaning.
Examples: Twitter, Accenture, Google. The perception that a brand asset is consistent with how an audience expects a company to look, act or feel. A company that is consistently on-brand builds lasting, loyal relationships with its customers. A brand that acts as an endorsement to one or more sub-brands.
Glossary of business terminology
Brand Equity? Unique Buying Proposition? Brand Architecture? The following definitions are included for that purpose. This glossary of key branding terms is an easy-to-use reference tool that helps define terminology used in the branding and marketing world.
To start and run a business, you often need to understand business terms that may not be well defined in a standard dictionary. Our glossary of business terms provides definitions for common terminology and acronyms in business plans, accounting, finance, and other aspects of small business. Vote count: No votes so far! Be the first to rate this post. Follow him on Twitter Timberry. Business Term Glossary 3 Min.
AOB n [U] any other business; the time during a meeting when items not Glossary of business terms 2 [C,U] profit for a particular period, defined in different.
Glossary of Branding Terms
Our glossary will explain some of the meanings of the most commonly used business phrases — so talking to your accountant should be a bit easier in the future. Businesses are obligated to produce an annual set of accounts. If they are listed on the stock exchange, they must also show half-year profits information regarding profits six months into the financial year. An actuary is a person employed by pension providers and insurance companies.
This practical sales glossary is meant for anyone in sales who needs to refresh their memory on the most commonly used sales terms — especially new reps who are still learning the playing field. This sales glossary is meant to reduce ramp time for new reps that are getting immersed in B2B sales jargon for the first time. It is a sales strategy rooted behind the idea that every step a sales rep takes throughout the sales process aims towards closing a sale. AB Testing or Split Testing is an experiment involving two variants, usually for measuring and comparing the market response to each.
Glossary of Terminology and Definitions for Business and Management
Many times, having a conversation with an eCommerce professional leaves you scrambling for a dictionary! Businesses new to eCommerce, whether you are a seller, buyer or enabler, should be well-versed in the eCommerce jargon that gets passed around in everyday discussions. Below is a list of the most popular keywords, buzzwords, and phrases used in the eCommerce industry. It is highly important to get acquainted to them to better understand the online world. This refers to as permanent redirection from one URL to another so as to send site visitors and search engines to the new URL than the one they originally typed automatically. The Status code of in turn means that the page has been permanently moved to a new location.
If you're a new business owner, you may be hearing some terms you're not familiar with. This list of 30 business phrases can help you understand some of the jargon. This is an accounting term that refers to the credit debt your business has incurred. Many businesses use credit for supplies, raw materials, or inventory purchases. The organizations you owe payment to are considered an account. These accounts can be put on a report for viewing.
- Она пробежала глазами таблицу. - Уран распадается на барий и криптон; плутоний ведет себя несколько. В уране девяносто два протона и сто сорок шесть нейтронов, но… - Нам нужна самоочевидная разница, - подсказала Мидж. - У Танкадо сказано: главная разница между элементами.
Профессор вертел кольцо в пальцах и изучал надпись. - Читайте медленно и точно! - приказал Джабба. - Одна неточность, и все мы погибли.
В 1980-е годы АНБ стало свидетелем революции в сфере телекоммуникаций, которой было суждено навсегда изменить весь мир разведывательной деятельности, - имеется в виду широкая доступность Интернета, а если говорить конкретнее - появление электронной почты. Преступники, террористы и шпионы, которым надоело прослушивание их телефонов, с радостью встретили это новое средство глобальной коммуникации. Электронная почта соединила безопасность обычной почты со скоростью телефонной связи. С тех пор как сообщения стали передаваться по подземным волоконно-оптическим линиям, а не с помощью радиоволн, они оказались полностью защищенными от перехвата - таков по крайней мере был замысел.
Чудесным образом Северная Дакота обнаружился прямо под носом и теперь попал в западню. Правда, оставалась еще одна проблема - Дэвид до сих пор не нашел второй экземпляр ключа. Она молилась, чтобы его усилия увенчались успехом. Направляясь к центру Третьего узла, Сьюзан пыталась привести свои мысли в порядок.
Сьюзан не отрываясь смотрела на эту малоприятную картину. Танкадо задыхался, явно стараясь что-то сказать добрым людям, склонившимся над. Затем, в отчаянии, он поднял над собой левую руку, чуть не задев по лицу пожилого человека. Камера выхватила исковерканные пальцы Танкадо, на одном из которых, освещенное ярким испанским солнцем, блеснуло золотое кольцо. Танкадо снова протянул руку.
- Меня не удастся запугать. Я уже говорил это и могу повторить тысячу раз - Пьер Клушар описывает мир таким, каким его видит. Некоторые ваши туристические путеводители старательно скрывают правду, обещая бесплатный ночлег в городе, но Монреаль тайме не продается. Ни за какие деньги.
Она вымыла голову и переоделась - быть может, считая, что так легче будет продать кольцо, - но в Нью-Йорк не улетела. Беккер с трудом сдерживал волнение.