1. Brand identity and brand image: I'm sure you've heard 2 terms countless times - and possibly used them interchangeably as well. But here's the difference - brand identity is the way the brand wants a consumer to perceive it, whereas the brand image is actually the way consumers perceive the brand.
2. Perceptual map: A visual representation of not only how consumers rate a brand on various attributes like price point, quality, etc., but also of the brand's standing against its competitors.
3. Brand guidelines document: This document consists of all the design and branding elements of a brand, such as its logo, specific color palettes, and typography. Following these guidelines ensures that there's a consistency in the messaging and overall image of the brand. For instance, the Tiffany Blue and Coke Red are unmissable.
4. Customer satisfaction: The satisfaction can be measured with the help of the NPS - Net Promoter Score. Promoters are consumers who are willing to recommend your brand/product to their family and friends, unlike detractors who're at the complete opposite end of the spectrum. NPS = % promoters minus % detractors.
5. Primary versus secondary users: The former is the consumer that actual uses the product, while the latter pays for it. For example, if the product is a toy, then children are the primary users, while their parents who buy these toys are secondary users.
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