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Brand building glossary

brand equity protection

Strategies and security measures applied to safeguard brand equity. Includes measures that reduce potential risks and/or liabilities from acts of counterfeit, theft, fraud, etc. If insufficiently protected, feelings and thoughts about the brand may be compromised, reducing brand value.

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intellectual property (IP)

Ownership of ideas, concepts and content. An important dimension to brand building is staking out legal ownership of valuable trademarks and copyrights.

copy

Text ready for publication or review. The term originated when a newspaper writer would pass a completed piece to the editor with the instruction to “copy” (reproduce) it.

differentiation

A trait traditionally thought of as an important business advantage. However, newer research shows that distinctiveness, not differentiation, is more likely to lead to a sale. Exceptions in...

quantitative research

A market research methodology that aims to understand human behaviour through collection and analysis of data.

brand loyalty

The degree of a individual's positive feelings towards a brand, and dedication to purchasing its products and/or services repeatedly, regardless of deficiencies, competitor actions, or chan...

awareness

The degree of recognition and understanding of a brand within a defined audience.

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