Key Terms
Branding can happen at multiple levels
A single product, a product line, or an entire company. People, events, and places can also be brands.
Positioning aligns all marketing activity
Messaging, pricing, visuals, channels, and product decisions all follow from the position.
Brand
A person's gut feeling about a product, service, or organization; shaped by all cumulative experiences and communication
Branding
The act of creating or building a brand through coordinated marketing activities
Brand equity
The value a brand adds beyond the functional product; measured by loyalty, awareness, perceived quality, and price premi
Brand positioning
Defining where a brand stands relative to competitors in the mind of the target consumer
Brand extension
Applying an existing brand name to a new product category
Line extension
Applying an existing brand name to a new product variant within the same category
Co-branding
Partnership between two brands on a single product or offering
Private-label brand
A brand created and owned by a retailer
Trademark
A legally protected brand mark established through use; signals authenticity and ownership