What is Brand Style Guide? A brand style guide is a rulebook that acts as a reference for creating a unified brand identity, helping your…
The Marketing category has detailed articles, concepts and How-tos to help students and professionals learn the concepts and applications.
20 Brand Health Metrics and how to measure them
What is Brand Health? Brand health is a measurement of different metrics which indicate the overall performance, strength, and well-being of a brand. These metrics…
Brand kit: Definition, Purpose, Types and Examples
What is a Brand Kit? The brand kit is a collection of visual elements that define the brand’s visual identity. It is used to create…
TikTok Banned in Canada on all Official Devices
Canada has banned TikTok from all government-managed networks and devices. In doing this, Canada joins the U.S. federal government, many American states and the European…
Brand Integration: Definition, Branded entertainment and Licensing
What is Brand Integration? Brand integration is a type of entertainment marketing in which a brand is strategically and creatively integrated into the content of…
What are brand guidelines? Definition and Examples
What are Brand Guidelines? Brand guidelines are an essential part of brand management. They provide a framework for how your brand should be expressed regarding…
What Is Brand Perception? How to Measure It with Examples
What is Brand Perception? Brand perception is how others perceive your brand. It’s a combination of how you present yourself, the messages you communicate, and…
What is Brand Quality and Strategies to develop it?
What is Brand Quality? Brand Quality is a measure of the value and the perceived value that a brand offers. It encompasses the design, production…
Brand Journey: Definition, Stages and Tips
What is Brand Journey? Brand Journey is a holistic approach to creating and managing brands. It involves understanding the customer journey, discovering the brand’s story,…
Brand Manager: Definition, Role and Job Description
What is a Brand Manager? A brand manager is a professional responsible for developing and maintaining a certain image for a brand or product. Brand…
What is Brand Marketing? Definition and Strategy
What is Brand Marketing? Brand marketing is a way of promoting a product or service in a way that establishes brand loyalty and brand recognition….
What is Channel Marketing? Definition Types and Benefits
Channel marketing is the act of working with outsiders or third-party channels or intermediaries to take products and services to the target market. In this,…
Channel Conflict – Definition, Causes, Consequences and Example
Channel conflict occurs when two or more channel partners are competing against each other for the same business. Channel conflicts can arise when there are…
Brand Dilution: Definition, Causes and Examples
What is Brand Dilution? Brand dilution happens when a company develops a new product or enters new markets, and its brand strategy for the new…
Competitive Environment – Definition, Types, Factors and Examples
What is a competitive environment? A competitive environment is the market space within which companies compete against each other to gain market share. It includes…
Channel Flows in Marketing – Definition, Types, Role and Examples
What are channel flows in marketing? Channel flows in marketing are the movement, or flows of physical items and services, title, promotion, information, and payment…
Deceptive Pricing – Definition, Legal Provisions and Examples
What is Deceptive Pricing? Deceptive pricing is a pricing strategy used by retailers to deceive consumers into believing they are paying a lower price for…
Dominant Strategy – Definition, Types, Outcomes and Examples
What is a dominant strategy? Dominant strategy is a situation in which one particular strategy is the best option for a player regardless of what…
The AIDA Model – Attention, Interest, Desire and Action
What is the AIDA Model in Marketing? The AIDA Model is a framework that businesses use to identify and target new customers. The model suggests…
Confirmation Bias – Definition, Types and Examples
Confirmation bias is the tendency to search for, interpret, or remember information in a way that confirms one’s preexisting beliefs or hypotheses. Confirmation bias is…
Deep Assortment – Definition, Types, Strategies, Importance And Examples
What is a Deep Assortment? Deep assortment is the total number of SKUs that a retailer offers in a particular product category. Specialty stores with…
Assortment Strategies – Definition, Importance, Components, Tips
What are Assortment Strategies? Assortment strategies are the strategies that retailers use on daily basis for finding out the optimal product mix for their inventory….
Dissertation – Definition, Types, Structure and Tips on How to write it
A dissertation is a long piece of academic writing based on original research, typically done as a requirement for a doctorate. Dissertations usually consist of…
Demand Backward Pricing – Definition, Importance and Types
Demand-backward pricing is a demand-oriented pricing approach in which the price of a product is based on what consumers are prepared to pay. It’s critical,…
Dichotomous Question: Definition, Importance and Examples
A dichotomous question is a question that can be answered with a “yes” or “no” response. dichotomous questions are often used in market research to…
Disruptive Technology: Definition, Meaning and Examples
Disruptive technology is one that displaces an established technology and shakes up the industry or sector in which it is operating. Disruptive technologies are often…
Delivery Schedule – Definition, Tips and Template
The delivery schedule is the plan for how and when a product will be delivered to the customer. It includes the steps that need to…
Delivery Terms – Definition, Meaning and Benefits
Delivery terms are the conditions under which goods or services are delivered. Delivery terms may include provisions for delivery date, method of delivery, and responsibility…
Direct Channel – Definition, Importance, Types and Benefits Information
What is a Direct Channels? A direct channel is a distribution channel in which there are no intermediaries involved between the manufacturer/ brand and the…
What is a Department Store? Definition, Types and Examples
A department store is a large retail establishment that offers a wide range of products, including clothing, home goods, furniture, electronics, and more. Department stores…
Distribution Network – Definition, Examples and Benefits
What is a Distribution Network? A distribution network is a group of interconnected storage facilities and distribution methods that are used to send goods from…
Distribution Management – Definition, Importance, Types and Factors
What Is Distribution Management? Distribution management is a strategic business process that plans, implements, and controls the efficient movement of goods from point of origin…
Haggle – Definition and 10 Ways of Haggling
What is Haggle? The term haggle is the art of bargaining or negotiating prices. Haggling can also be seen as a way to gain power…
Destination Store – Definition, Overview, Types and Examples
What is Destination Store? A destination store is a type of retail store that is designed to be a destination in and of itself. Destination…
Blind Testing: Definition, Types and Examples
What is Blind Testing? Blind testing is a type of experimentation in market research in which participants do not know that they are part of…
Discontinuous Innovation – Definition, Pros and Cons
What is Discontinuous Innovation? Discontinuous innovation is a major innovation that creates a new market or significantly transforms an existing one. It is a type…
How to Close a Sale: 20 Powerful Closing Techniques
Closing techniques are the ways through which a sales manager, sales rep, or sales team converts a lead into a sales deal. It is a…
Conceptual Framework in Research – Definition, Types and Procedure
What is Conceptual Framework? A conceptual framework is a description of an expected relationship between variables that are either written or visual in nature. It…
Hierarchy of Effects – Overview, How It Works and Stages
What is the Hierarchy of effects? The hierarchy of effects is a theory that explains how advertising affects the decision-making of target audiences when it…
Concentric Diversification – Meaning, Strategy and Examples
Concentric diversification is a strategy employed by companies to expand their businesses by adding new products or services that are related to their existing ones….
