B2B
Business that occurs between businesses.
B2C
Business that occurs between a business and consumers.
Baby Boomers
Baby Boomers refer to people born in the post World War II era of 1946-1964. According to Marc Gobé, author of Emotional Branding, Baby Boomers are focused on their generation and respond to cues of status, things that are earned, heroes and trailblazers, and the perks of hard work.
Bandwidth
A bit rate measure for data resource consumption or data resources available for consumption. It is generally expressed in bits / second.
Banner
The online advertisement that appears along the top of a web page.
Behavioral Marketing
Behavioral Marketing is the practice of using anonymous user data to deliver specific ads to potential consumers based on recent search and browsing history.
Bleed
When an image goes beyond the border of a page in print advertising. This is done to ensure that no white space will be visible to a potential consumer.
Blog
A journal type publication with thoughts and musings posted in chronological order. Blogs cover a wide variety of topics and may be both personal and commercial.
Blogroll
A collection of links to other blogs listed on a blog. A blog’s recommendations for similar blogs.
Bluecasting
Proximity marketing utilizing Bluetooth technology. Uses a Bluetooth kiosk to transmit text, images, and videos via OBEX protocol. The most current Bluetooth standard is Bluetooth 3.0.
Bonus Spot
Additional air time given to an advertising agency for no extra fee.
Bookmark
The storage of a web page’s URL for later retrieval. Bookmarks help users to return to pages that they like or find useful.
Brand
Perception of a product, service, experience, or organization.
Brand Architecture
The organization of brands within a single company.
Brand Attributes
The function or emotions that customers associate with a brand. These can be both positive and negative.
Brand Book
Document that articulates the parameters of a brand for members of the brand community. A brand book is a standardized set of brand-building tools.
Brand Community
Network of those who contribute to building a brand -- including internal departments, external firms, industry partners, users, customers, and the media.
Brand Designer
One who helps shape a brand. A brand designer may be a graphic designer, strategist, marketing director, researcher, advertising planner, public relations specialist, web developer, copywriter and others.
Brand Equity
Aggregate of distinguishing qualities of a brand drawn from all relevant stakeholders. This results in personal commitment to, and demand for, the brand. Various thoughts and feelings make the brand valued and valuable.
Brand Essence
A brand’s simplification into a single core concept. Often a brand essence is a single word description of what a brand is meant to represent.
Brand Experience
How a brand is created in the mind of a stakeholder. Some experiences are "controlled" such as retail environments, products/services, advertising, web sites, etc. Some are "uncontrolled", like journalistic comment and word-of-mouth. Strong brands arise from consistent experiences which combine to shape a clear, differentiated overall brand experience.
Brand Extension
The application of a brand name to a new or different product to lend credibility to the product and increase sales.
Brand Identity
Brand identity is the tangible portrayal of a brand to a consumer and the attributes a consumer associates with that brand.
Brand Identity
The outward expression of the brand, which includes its name and its visual representation. The brand's identity is its fundamental means of consumer recognition; it symbolizes the brand's differentiation from competitors.
Brand Image
The customer's net "take-away" from the brand. For users this is based on their own experience of the product or service concerned ("informed impressions") and how well this meets expectations. For non-users it is based mostly upon uninformed impressions, attitudes and beliefs.
Brand Loyalty
Strength of preference for one brand compared to other similar available options. This is often measured in terms of repeat purchase behavior, or in terms of price sensitivity.
Brand Name
Written or verbal component of a brand icon; name of a service, product, experience or organization.
Brand Platform
A summation of every aspect of a particular brand. The overall values and goals of a brand. A brand platform covers everything related to a brand's identity.
Brand Police
A manager or a team responsible for strict compliance with guidelines in the brand manual.
Brand Steward
One who is responsible for developing and protecting a brand.
Brand Strategy
Deployed by an organization/brand owner to to create brand equity, brand strategy embraces 'big picture' plans and tactics.
Brand Value
Monetary premium that results from having customers who are committed to a particular brand and who are willing to pay extra for it; also, the financial value attributed to the brand, apart from other tangible assets.
Brand Value Proposition
Emotional, functional and self-expressive benefits delivered by the brand that supply value to the customer. Brand value proposition provides the rationale for making one brand choice over another.
Branding
Any effort, endeavor, agenda or program to build a brand; the process of brand-building.
Brandmark
An icon, avatar, wordmark, or other symbol for a brand; also can be a trademark.
Brandmark
The visual expression of a brand’s identity. It can be comprised of many things, ranging from color choice to type face. A brandmark is also referred to as a trademark, symbol, mark, logo, or identity.
Broadcast Calendar
The industry-accepted calendar for both television and radio. Weeks run from Monday to Sunday and each month is four to five weeks long.
Browser Chrome
The borders of a web browser, including toolbars, scroll bars, and menus. The browser chrome must be taken into account during web design as it effects the width of the viewable page (See Above the Fold).
Buzz
Current public opinion regarding a service, product, experience, or organization.