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14 Branding Terms Every Entrepreneur Should Know

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Download: Glossary of Branding Terms This glossary of key branding terms is an easy-to-use reference tool that helps define terminology used in the branding and marketing world. Download PDF ↓.

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A marketing dictionary is a must-have for all marketing professionals because there are numerous marketing definitions that you must understand to be successful. Additionally, many terms have variations and new terms are added daily and it's important to stay current.

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Today brand is a bit more complex, and even more important in today’s world of marketing. It’s the perception that a consumer has when they hear or think of your company name, service, or product. In our own Branding and Marketing Discovery process, we now do both things—we try to get at the truth of the brand from the perspective of those who know it well, and then we also try to understand the brand offer in terms of the needs of those who do and might potentially consume it. This second set of findings often suggests changes.

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Unless you are a seasoned marketing professional, all the terms people throw around when discussing branding can be confusing. We work on B2B branding projects everyday and understand how all the lingo can appear to mean various things to different people. Branding is a concept that extends far beyond the marketing of “brand name” designer jeans and other products. A company’s brand represents their market identity—who they are, what they do, what kind of quality they provide, their reputation for trustworthiness, and more.