3.07 CR-006 Glossary
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- Advertisement: Any paid form of nonpersonal presentation of ideas, goods or services
- Authentic: Genuine; sincere; not fake
- Brand: All the combined impressions and experiences associated with a particular company, good, or service
- Brand awareness: The extent to which customers or potential customers are familiar with a brand
- Brand loyalty: Customers’ allegiance to a particular brand
- Brand personality: The projection of a brand that encompasses its values and emotional connections with consumers
- Brand promise: A business's (typically unspoken) agreement with customers that it will provide them with a unique benefit and consistently meet their expectations
- Branding: The ongoing decision-making process about the use of brands
- Corporate culture: The values and ideals that an organization encourages among its employees; also called organizational culture
- Credible: Believable
- Logo: A distinctive symbol, design, or group of letters
- Organizational culture: The values and ideals that an organization encourages among its employees; also called corporate culture
- Publicity: Any nonpersonal presentation of ideas, goods, or services that is not paid for by the company or individual that benefits from or is harmed by it
- Slogan: A phrase that is easy to remember
- Touch point: Any interaction between a business and a customer or a potential customer
- Word-of-mouth marketing: Promotion and publicity for a business provided by customers who tell others of their satisfaction with the business