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)
Advertising Research
Attributes (Product or Brand Attributes)
Back Translation
Branding
Brand Image
Brand Mapping
Brand Personality
Brand Recall
Brand Recognition
Consumer Panels
CAPI (Computer Assisted Personal Interviewing)
CATI (Computer Assisted Telephone Interviewing)
Disposable Camera Technique
Ethnographic Research
Fieldwork (sometimes termed "Field Work")
Focus Groups
Household
Incentives (Research Respondent Incentives)
Intercepts (Consumer, Street, Shopper Intercepts)
Market Research (or "Marketing Research")
Moderator (Focus Group Moderator)
Mystery Customer Technique
Mystery Shopper Technique
Observational Research
Omnibus Research
Qualitative Analysis
Quantitative Analysis
Reliability
Sampling (Stratified Sampling and Random Sampling)
Secondary Research
Simultaneous Translation (in Focus Groups)
Surveys (Questionnaire, Mail, Face to Face, Telephone)
Top Line Report
U&A Surveys & Testing (Usability and Attitudes)
Usability Survey
Validity
