The language of business
communications.

marketing – n. 1 the synergy of all activities bringing products and services to market (including, but not limited to, advertising, sales, packaging and promotion)

brand – n. 1 a name, usually a trademark of a manufacturer or product, or the product identified by this name 2 a distinctive type or kind of some thing 3 a mark used to identify

In marketing, brand is the symbolic embodiment of all the information and experiences connected with a product or service. A brand typically includes a name, logo, and other visual elements such as images or symbols. It also encompasses the set of expectations associated with a product or service which typically arise in the minds of people.

A brand is a promise, a pledge of quality and consistency.

branding – n. 1 the assignment of value to products and services through naming, packaging, marketing, and advertising

However, the goal of brand building is more than simply window dressing, or “getting the word out there.” Branding is the art and science of building a context and connection with your audience through positive user experiences (good communication).

Brand strength (or equity) is the measure of the user’s (markets, vendors, communities and staff) assignment of (emotional) value to products and services beyond simply the sum of quality and utility.

identity – n. 1 the characteristics determining what a person or thing is

Identity is the foundation for corporate positioning and the core of brand development. It refers to all recognizable qualities of a company that exist in all forms of communication including the company’s name, logo, tagline, and advertising.

image – n. 1 the general impression of an organization, person or product held by the public

The image of your company is determined solely in the mind of the consumer and is a perception of your company and your company’s products and services, whether that perception is intended or not. Any number of factors may affect the image of a company including, but not limited to, strength of corporate identity and branding, creativity and consistency of advertising, strength of internal company morale, and the perception of the value of products and services by the market.

“Process is the bridge between theory and practice.”

– Kevin Starr

Professor of Communication Arts and American Studies, University of San Francisco

For a more complete listing of marketing communications terms, go to our Resources page.

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Tualatin, Oregon,

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