Sales Cycle
For buyers, the cycle refers to the steps in making a purchase; for sellers, it is the steps in making a sale.
Segment
A group of individuals who are likely to respond to a marketing effort in a similar way.
Segmentation
Process of dividing a market into subcategories of persons who have similar values and goals.
Shelf Impact
Ability of a product or brand to stand out on a shelf by virtue of its design.
Signature
Well-defined visual relationship between a logo-type and a symbol.
Slogan
Memorable, easily recognizable phrase that is associated with a brand name; an aid to recall, as well as an aid to reinforcement.
Social Currency
Shared information that encourages further social interaction.
Social Media Marketing
Engaging online communities for the purpose of generating exposure, opportunities and sales. The number one advantage is generating exposure for a business, followed by increased traffic and the building of new business partnerships.
Common social media marketing tools include Twitter, Blogs, Facebook, LinkedIn and YouTube.
Social Network
A network of people; it can be leveraged to spread messages or ideas using viral marketing techniques.
Stakeholder
Any person or firm with a vested interest in a company or brand; this includes shareholders, employees, partners, suppliers, customers, and community members.
Strategy
Embracing 'big picture' plans and tactics, strategy should be rooted in the vision of the brand vision and driven by the principles of differentiation and competitive advantage; used by an organisation/brand owner to create long-term brand equity which takes full competitive advantage from branding.
Sub-Brand
This secondary brand builds on associations with the master brand.
SWOT
This conceptual tool analyzes strengths, weaknesses, opportunities, and threats.
Symbol
Trademark or sign designed to represent a brand.