Brand Awareness

Strength/weakness Profile – Profile based upon an analysis of strengths and weaknesses See also: Strength/weakness Analysis

Target Group – Syn: Prospects
The specific group of consumers or users for whom a product, service, advertising message, etc. is intended. One can distinguish marketing targets (for all marketing activities) and advertising targets for all advertising activities). Further sub-groupings are not uncommon. See also: Advertising target group/Prospects/Target group determination/Research target group

Target group determination – The specific formulation of a (marketing, advertising, etc.) target group. This can be done with the help of intuition, detailed statistical analysis, field research (e.g., product tests) or by simple experience (considerations include price, competition, manufacture and distribution of the product or service in question).
See also: Demographics/Market segment/Product test

Typology – 1) Marketing – The classification of a population in more or less homogeneous groups on the basis of a (large) number of variables. The difference from market segmentation is that the classifier does not consider the relationship between the many expressed variables and one expressed variable (e.g. product usage) but classifies in clusters members of a population with similar profiles (according to many different variables).
2. Psychology – A personality description whereby people are classified according to one or more similarities (people, sadly, are difficult to categorize). Examples of a client typology: “reticent customer,” “arrogant customer,” doubting customer.”

Ultimate consumer – syn: Final consumer/End consumer See: Consumer

Up-Scale consumer – Consumer with higher disposable income and with more developed sense of taste than the average person. This consumer buys more expensive brands, products and services, often with “snob appeal.” Brands that might appeal to this group are, for example. Rolex wrist watches, Jaguar cars, trips on the QE2. See also: Down-scale consumer

User – Syn: Consumer See: Consumer

Article – Syn “ Product, Commodity See: Product

Assortment – Syn: Range
A selection of products, brands or services, often widely varying in price and quality, that a supplier offers a consumer. A product selection can exist within one product group; the term can also refer to dissimilar products within a particular company or retail outlet.

Bar Code Scanner– A device which automatically reads data from the bar code stamped on most packaged supermarket goods, thus making it possible to obtain quick reliable information on stocks and sales. See also: Universal Product Code

Brand – A name, design, symbol or picture or combination thereof, the objective of which is to distinguish the products or services of manufacture or seller from those of the competition.

Brand Awareness – The percentage of (segment of) a population that is familiar with a particular brand. Measurement is based upon spontaneous or aided awareness. See also: Spontaneous awareness/Aided awareness

Brand Image – The general impression that the customer has a brand; it involves such factors as quality, value, (social) responsibility of the manufacturer or importer, reputation, etc.

Brand Leader – Most successful make in a certain field or branch. Success may have to do with turn-over, share of the market, repute or other criteria.

Brand Loyalty – The level of consistency in preference, purchase and use of a brand. The opposite is the repeated change of brand.

Brand name – A name of a brand or part of a brand that consists of a word, letter, or group of words and letters that distinguish the goods or services of a seller or manufacturer from those of the competition. See also: Brand

Brand Personality – Personality profile or characteristics attributed to a particular brand. Consumers may be encouraged to describe a brand as a person (ality). It is a disputed area, and results are doubtful and difficult to quantify. Human personality traits are often vague and not clearly understood. The personality description of a brand is at best prosaic.

Brand Preference – The priority that the buyer or consumer gives to a brand. It is revealed in the purchase and use of one brand and not of competitive brands.

Branded Article – Syn: Branded product See: Branded product

Branded Product – Syn: Branded article
A product or service offered for sale and identified by a brand name or symbol by which it is distinguished from others products or services. A branded product is often of a constant quality and sold at all outlets at a constant price.

Branding Coverage – The share of all brands in a market, market segment, area outlet, etc., expressed as a proportion of all products both branded and unbranded in that market.

Commodity – Syn: product, Article See: production

Concept – Conceptio (Latin) = conclusion, formulation, though, idea. A concept is a view or notion. In marketing practice, the term is most often used to describe a non-visual idea. See also: Concept test

House brand – Syn: Private brand/Private label/own brand
See: private brand

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