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Marketing Dictionary

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Banner Ad

Banner Ad is a form of advertising that utilizes a graphic display to advertise a company. A banner ad usually appears along the sides of a web page: at the top, bottom, left, or right. They often take a rectangular shape and can contain both images and text.

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Benchmarking

Benchmarking is the process of measuring a business’s performance, policies, strategies, and other metrics against the standard of its industry and those of its competitors. Companies benchmark to analyze their success and get a better understanding of how they are performing relative to their competition.

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Brand Awareness

Brand awareness measures a potential customer’s ability to recognize a brand and associate it with a certain product or service.

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Brand Equity

Brand equity is the additional value a product receives from having a well known brand. It is the difference in price that a consumer pays when they purchase a recognized brand's product over a lesser known, generic version of the same product.

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Brand Loyalty

Brand loyalty is the tendency of consumers to continuously purchase one brand's products over another. Consumer behavior patterns demonstrate that consumers will continue to buy products from a company that has fostered a trusting relationship.

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Branding

This is the process of differentiating your product or service from other products and services through the creation of unique advertising campaigns, symbols, images, and themes. The goal of branding is to establish a distinctive presence in your industry as a recognizable company.

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Buyer Persona

A Buyer Persona is a research-based representation of the ideal buyer for a company.

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