| A | B |
|---|
| Advertisement | Any paid form of nonpersonal presentation of ideas, goods or services |
| Authentic | Genuine; sincere; not fake |
| Brand | All the combined impressions and experiences associated with a particular company, good, or service |
| Brand awareness: | The extent to which customers or potential customers are familiar with a brand |
| Brand loyalty | Customers’ allegiance to a particular brand |
| Brand promise | A business's (typically unspoken) agreement with customers that it will provide them with a unique benefit and consistently meet their expectations |
| Branding | The ongoing decision-making process about the use of brands |
| Corporate culture: | The values and ideals that an organization encourages among its employees; also called organizational culture |
| Brand personality | The projection of a brand that encompasses its values and emotional connections with consumers |
| Credible | Believable |
| Logo | A distinctive symbol, design, or group of letters |
| Organizational culture | The values and ideals that an organization encourages among its employees; also called corporate culture |
| Publicity | Any nonpersonal presentation of ideas, goods, or services that is not paid for by the company or individual that benefits from or is harmed by it |
| Slogan | A phrase that is easy to remember |
| Touch point | Any interaction between a business and a customer or a potential customer |
| Word-of-mouth marketing: | Promotion and publicity for a business provided by customers who tell others of their satisfaction with the business |
