The value a brand adds to a product or service beyond the functional benefits, encompassing factors like brand awareness, perceived quality, and customer loyalty. Crucial for understanding the long-term value of a brand and its impact on business success.
The ability of consumers to remember a brand when prompted by a product category. Crucial for understanding brand strength and effectiveness in marketing.
The process by which consumers become aware of and learn about a brand. Important for establishing initial brand awareness and attracting potential customers.
The extent to which consumers are familiar with a brand and can recognize it. Crucial for establishing a strong market presence and driving customer acquisition.
The extent to which consumers can identify a brand by its attributes such as logo, tagline, or packaging. Essential for building brand awareness and ensuring that the brand stands out in the market.
The extent to which a brand is seen or experienced by potential customers through various media channels. Crucial for increasing brand awareness and reaching new audiences.
The level of awareness or popularity a product or brand has among consumers. Essential for understanding brand perception and guiding marketing and product design strategies to enhance visibility and user adoption.
Moment of Truth (MoT) refers to any instance where a customer interacts with a brand, product, or service in a way that leaves a significant impression. Crucial for identifying key touchpoints in the customer journey and optimizing them to enhance overall user experience and brand perception.
Above the Line (ATL) refers to marketing activities carried out at a macro level to reach a large audience through mass media such as TV, radio, and print ads. Essential for building brand awareness and reaching a wide audience.
The process of creating awareness and demand for a product or service through marketing activities. Crucial for driving interest and engagement in potential customers.
Top of Funnel (ToFu) is the initial stage in the sales funnel where potential customers become aware of a product or service. Crucial for generating leads and building brand awareness.
Cost Per Thousand (CPM) is a metric used in advertising to denote the cost of 1,000 impressions or views of an advertisement. This metric is crucial for measuring and optimizing advertising spend and reach.
A dark pattern where the cancellation process is intentionally complicated to discourage users from canceling. Designers must avoid complicating cancellations and respect user decisions with a straightforward process.
A dark pattern where advertisements are disguised as other types of content or navigation to trick users into clicking on them. Awareness of this tactic is crucial to maintain transparency and prevent misleading users with disguised content.
Ensuring that color choices in design are inclusive and usable by people with color vision deficiencies. Crucial for creating accessible and inclusive designs.
A dark pattern where users' activities are tracked without their explicit consent or knowledge. Designers must avoid this practice and ensure clear communication about tracking to respect user privacy.
A dark pattern where questions are worded in a way that tricks the user into giving an answer they didn't intend. Recognizing the harm of this practice is important to maintain clarity and honesty in user interactions.
A dark pattern where a product sneaks an additional item into the user's shopping cart, often through a pre-selected checkbox. Designers should avoid this practice and ensure users have full control over their purchases to maintain trust.
Search Engine Optimization (SEO) is the process of improving a website's visibility and ranking in organic search engine results. Essential for attracting more traffic and enhancing the online presence of a website.
A dark pattern where the user is guilt-tripped into opting into something by using language designed to shame them if they decline. Designers must avoid this manipulative tactic and respect user decisions without using guilt or shame.
A psychological phenomenon where people follow the actions of others in an attempt to reflect correct behavior for a given situation. Essential for designing interfaces and experiences that leverage social influence to guide user behavior and increase trust and engagement.