Concept
Image de marque
Concepts associés (20)
Cible (marketing)
A target market, also known as serviceable obtainable market (SOM), is a group of customers within a business's serviceable available market at which a business aims its marketing efforts and resources. A target market is a subset of the total market for a product or service. The target market typically consists of consumers who exhibit similar characteristics (such as age, location, income or lifestyle) and are considered most likely to buy a business's market offerings or are likely to be the most profitable segments for the business to service by OCHOM Once the target market(s) have been identified, the business will normally tailor the marketing mix (4 Ps) with the needs and expectations of the target in mind.
Corporate identity
A corporate identity or corporate image is the manner in which a corporation, firm or business enterprise presents itself to the public (such as customers and investors as well as employees). The corporate identity is typically visualized by branding and with the use of trademarks, but it can also include things like product design, advertising, public relations etc. Corporate identity is a primary goal of the corporate communications, in order to maintain and build the identity to accord with and facilitate the corporate business objectives.
Marketing management
Le marketing management ou la direction de la mercatique est le processus de gestion de l’ensemble complexe des méthodologies permettant à l’organisation d’être compétitive dans un univers concurrentiel dynamique sur différents marchés. Il ne faut pas confondre le marketing management, souvent appelé, par raccourci, « marketing », avec le concept du marketing ou l’esprit marketing, qui sont, eux, une culture organisationnelle, l’apprentissage de ces méthodologies, de leur respect et de leur intériorisation par l’ensemble des collaborateurs de l'entreprise.
Visual brand language
Visual brand language is the intentional use of design elements- such as shape, colour, materials, finish, typography and composition- to subliminally communicate a company's values and personality through imagery and design style. It is intended to create a first impression of the brand for the consumer. It is considered by some to be an essential part of gaining both a substantial customer base and work force. Successful visual brand language creates a memorable experience for the consumer, encouraging repeat business.
Brand awareness
Brand awareness is the extent to which customers are able to recall or recognize a brand under different conditions. Brand awareness is one of two dimensions from brand knowledge, an associative network memory model. Brand awareness is a key consideration in consumer behavior, advertising management, and brand management. The consumer's ability to recognize or recall a brand is central to purchasing decision-making. Purchasing cannot proceed unless a consumer is first aware of a product category and a brand within that category.
Marque employeur
La marque employeur est l'image d'une entreprise auprès de ses employés et des candidats potentiels, et inclut par extension les efforts de marketing et de communication qui visent à l'améliorer et à la communiquer. Le concept de « marque employeur » est apparu aux États-Unis dès la fin des années 90. Il devait permettre aux agences en communication spécialistes des problématiques RH de répondre à de nouveaux besoins et de marketer de nouveaux services. Entre 2004 et 2010, le nombre de gestionnaires de la marque employeur dans le monde est multiplié par trois.
Stratégie marketing
Une stratégie marketing est une démarche d’étude et de réflexion dont le but serait de s'approcher au plus près de l’adéquation offre-demande. Cette démarche s'inscrit au sein de la stratégie de l'entreprise ou de plans marketing d'organisations. Il s'agit pour l'entreprise de viser à augmenter le chiffre d'affaires, les parts de marché et la permanence des clients par différenciation, motivation ou adaptation de l'offre solvable augmentant ainsi les économies d'échelle.
Marché (économie)
Un marché est l'institution sociale abstraite où se rencontrent l'offre et la demande de biens ou de services. Le marché est ainsi le lieu, physique ou virtuel, où les échanges commerciaux ont lieu. Dans son acception la plus ancienne, un marché est une institution qui accueille un commerce localisé précisément dans l'espace et le temps mais de dimension variable, par exemple les marchés traditionnels, les marchés aux puces et Lloyd's of London.
Touchpoint
A touchpoint can be defined as any way consumers can interact with a business organization, whether it be person-to-person, through a website, an app or any form of communication (“Touchpoint Glossary”, n.d.). When consumers come in contact with these touchpoints it gives them the opportunity to compare their prior perceptions of the business and form an opinion (Stein, & Ramaseshan, 2016). Touchpoints in marketing communications are the varying ways that a brand interacts and displays information to prospective customers and current customers.
Umbrella brand
Umbrella branding (also known as family branding) is a marketing practice involving the use of a single brand name for the sale of two or more related products. Umbrella branding is mainly used by companies with a positive brand equity (value of a brand in a certain marketplace). All products use the same means of identification and lack additional brand names or symbols etc. This marketing practice differs from brand extension in that umbrella branding involves the marketing of similar products, rather than differentiated products, under one brand name.