In marketing, a brand is the symbolic
embodiment of all the information connected with a company, product or service.
A brand typically includes a name, logo, and other visual elements such as images,
fonts, color schemes, or symbols. It also encompasses the set of expectations associated
with a product or service which typically arise in the minds of people. Such people include
employees of the brand owner, people involved with the distribution, sale or supply of the product
or service, and finally the consumers. The legal term trademark is similar to the term "brand"...
Following is a series of terms that are frequently used and related to marketing branding strategy.
Their meaning will be explained briefly to help market researchers.
Ad Testing (Advertisement Testing)
Attributes (Product or Brand Attributes)
CAPI (Computer Assisted Personal Interviewing)
CATI (Computer Assisted Telephone Interviewing)
Disposable Camera Technique
Fieldwork (sometimes termed "Field Work")
Incentives (Research Respondent Incentives)
Intercepts (Consumer, Street, Shopper Intercepts)
Market Research (or "Marketing Research")
Moderator (Focus Group Moderator)
Mystery Customer Technique
Mystery Shopper Technique
Sampling (Stratified Sampling and Random Sampling)
Simultaneous Translation (in Focus Groups)
Surveys (Questionnaire, Mail, Face to Face, Telephone)
Top Line Report
U&A Surveys & Testing (Usability and Attitudes)