UNIDAD EDUCATIVA FISCAL VEINTIOCHO DE MAYO

Company Branding

1. Branding

The way a company presents itself to the public. This can be via logos, slogans, advertising, etc.
The point is to give the brand a personality, but it can also involve attaching ethical or political
values to a company. A company may also choose to ‘rebrand’ at a later date.

Example: The soft drinks business wanted to brand itself as energetic and fun, but also as
conscious of racial discrimination.

2. Brand Loyalty

The tendency of customers to buy from the same company again and again. Loyalty is what
companies try to build as it brings in money and improves their reputation.

Example: The café gave away free coffee to new customers to encourage brand loyalty.

3. Branding Position

The use of things such as taglines and slogans, proactive advertising campaigns and viral videos
to make your brand stand out from all the other brands in the market.

Example: The marketing manager was sure the viral ad would make their brand position
stronger.

4. Jingle

A short song or piece of music that stays in the mind. Think McDonald’s ba da ba ba bah… I’m
lovin’ it.

Example: Gerry couldn’t stop whistling the jingle from the advert, and it was driving him mad!

5. Logo

The image a company chooses to associate a feeling with its brand. Think of the dynamic Nike
tick, the strong and iconic VW or Apple’s simplistic apple.

Example: The graphic designers will come up with three logo options by next week.

6. Slogan

Slogans are short phrases used for an advertising campaign. They are less permanent than a
tagline so they can be more experimental in their association with the brand, taking it in
different directions. Think Apple’s A thousand songs in your pocket or Nike’s Don’t do it
slogan for an anti-racism campaign.

Example: The CEO thought the company tagline was great, but they needed a slogan that
would show they cared about the environment.

7. Tagline
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A tagline is a word or phrase that marketing teams invent to communicate the essence of their
product. Think of Nike’s Just do it, Apple’s Think different or De Beers’s memorable A
diamond is forever. Unlike a slogan, it usually doesn’t change. It is THE phrase that describes
the brand overall.

Example: The keynote speaker said Nike’s tagline was great because it motivates people to be
active, which is the purpose of their products.

People & audience

8. Buyer Persona

This is not a real person but a representation of a potential customer created using data collected
from research on demographics and target audiences. It is also called a customer persona,
marketing persona or avatar.

Example: After collecting all their data, the marketing agency decided that their ideal buyer
persona was a young single female with a high income. Their interests typically included travel,
fitness, nutrition and socialising.

9. Client

A person or company that buys services e.g. legal services, financial services, insurance.

Example: The insurance company had a meeting about how to retain more clients.

10. Customer

A person or company that buys products e.g. clothes, electronics, food, cars.

Example: The department store created a new window display to attract more customers.

11. Customer/Client Base

A group of customers or clients who regularly purchase products and services from the same
company.

Example: The dental practice started using social media to expand their client base and
interact with their patients.

12. Demographic

A specific part of the population a product or service is aimed at, based on categories such as
age, economic status, gender.

Example: The sportswear company’s new running shoes were aimed at a younger
demographic.

13. End User (or just “user”)

The person or company a product or service is developed for. A user is anyone who interacts
with a product, service, or system, regardless of whether they are a paying customer or client.
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The term "user" is often used in the context of technology, software, or online platforms,
referring to individuals who utilize or access a particular product or service.

Example: The team decided the end user for the new software program should work in IT and
have some knowledge of JavaScript.

14. Focus Group

A group of people gathered to test or sample a new product or service in order to obtain
feedback on it.

Example: The marketing team found the feedback from their focus group that tried their new
chocolate bar was extremely positive.

15. Target Audience

Similar to a demographic but with a more personalised approach to collecting data on a specific
group of customers or clients in order to create a buyer persona.

Example: After deciding their demographic was middle-aged people with a high income, the
travel agency used social media data to build a detailed profile of their target audience.

Marketing & sales strategies

16. Ad

Ad is short for advertisement or advert. It is a piece of promotional material that tries to

convince a customer/client to buy a product or service. Ads can appear across a variety of
media: TV, social media, radio, newspapers.

Example: The company decided to use online ads because they could target their demographic
more precisely.

17. Ad Targeting

The personalisation of online ads to a specific buyer persona based on data collected on them.

Example: The watch company used ad targeting by buying data from social media platforms to
tailor its new smartwatch to its target audience.

18. B2B (Business-to-Business) Marketing

This is a marketing practice in which one company markets products or services to another
company.

Example: The power tool supplier used B2B marketing to promote its new line of drills to a
large construction firm.

19. B2C (Business-to-Customer) Marketing

A marketing strategy used by a business to promote their product or service to a customer or

client.
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Example: The online gift shop sent out an online newsletter to the clients it had on its mailing
list as part of its new B2C marketing campaign.

20. Campaign

A campaign is the use of promotional material for a certain time period. They are used to keep
brands in the minds of customers/clients or inform them about changes to products or services.

Example: Sales had dipped so the marketing department suggested running a new ad
campaign.

21. Demo

This is short for ‘demonstration’ and is a presentation in which a sales rep shows the
customer/client how a product or service works.

Example: The sales rep brought a prototype of the new GPS tracker to show to leads at the
demo.

22. Free Trial

The free use of a product or service for a limited time in order to motivate the client to continue
using it after the period ends.

Example: Apple TV offer a 3-month free trial to new customers.

23. Pitch

A short presentation that a sales rep makes to a customer in order to explain why they should
buy a product or service.

Example: The sales rep’s pitch had all the customers signing up for a pre-order of the new
games console.

24. Retail

A channel in which you sell your product via a shop or department store e.g., Footlocker, Marks
and Spencer, Aldi.

Example: The clothing company were impressed with their retail sales in January – numbers
were up despite the cost-of-living crisis.

25. Wholesale

Wholesale refers to the sale of goods or merchandise in large quantities to retailers, businesses,
or other resellers, rather than to individual consumers. Wholesale transactions typically involve
bulk purchases at discounted prices.

Wholesale transactions typically involve bulk purchases at discounted prices.

Example: Karen found that she could get a better deal buying wholesale than in the shops, but
she had to buy in bulk