Campaign
A process: planning, creating, buying and tracking an advertising project from start to finish.
CBO
A company's Chief Brand Officer. The CBO is responsible for integrating the work of the brand community.
Challenger Brand
New or rising brand that is viable despite competition from the dominant brand in its category.
Charismatic Brand
A brand inspiring a high degree of loyalty; also known as "lifestyle brand" or "passion brand".
Click Rate
Percentage of impressions that resulted in a click-through. Calculated by dividing the number of clicks by the number of impressions. For example, if a banner ad was clicked on 13 times after being displayed 1000 times, the banner ad would have a click rate of 1.3% (13/1000 = .013). This is also commonly know as a banner's "click-through" rate.
Click-Through
The action of clicking on a banner and having one's browser automatically redirected to the web page to which a banner is hyperlinked.
Clutter
Conceptual noise of a market place; a disorderly array of messages or elements that hinders understanding.
Co-Branding
Use of two or more brand names to support a new service, product, or venture.
Collateral Design
Printed materials that are used to present information about a business and its services, products and/or capabilities. Collateral design may include brochures, fact sheets, fliers, direct mail pieces, and other communications pieces, produced directly by the business. All of a company's printed pieces should be in agreement with its overall marketing message and company image.
Conversion
This term is used to describe the process of getting a web visitor to accept an offer, or become a paying customer. Advertisers aim for high "conversion ratios".
Core Competencies
Those which best contribute to a company's ability to compete; found in the areas of skill and competence.
Core Values
A long-term set of principles that characterize the ethics of a company; part of a core ideology.
Corporate Identity
At minimum, applied to the visual identity of a corporation (its logo, signage, etc.), but usually taken to mean an organization's presentation to its stakeholders and the public, and the means by which it differentiates itself from other organizations.
Corporate Identity
At a minimum, is used to refer to the visual identity of a corporation (its logo, signage, etc.), but usually taken to mean an organization's presentation to its stakeholders and the means by which it differentiates itself from other organizations.
Counterfeiting
When an individual and/or organization produces a product that appears as a branded product or service and that product or service is packaged and presented in a manner to deceive the purchaser or user.
Country of Origin
Customers' attitudes (not necessarily formed by rational causes) to a product and their willingness to buy it are greatly influenced by the country, or countries, where the product has been designed and manufactured.
CPC
Cost-per-click is one of the online payment models by which advertisers pay for each click-through made on their advertisement. Prices typically range from 1 cent to over 50 cents per click-through. This is an ideal method of payment for advertisers who seek to be guaranteed that they pay for only clicked-on views of the banner and visit a page on their website.
CPM
Cost-per-thousand (CPM) is one of the online payment models by which advertisers pays for every 1000 impressions of their advertisement. Prices may range from $1 to over $50 per thousand impressions. This is an ideal method of payment for advertisers who want confirmation regarding the number of people who see their banner. The "M" in CPM is from the Roman numeral for 1000. ("M" is derived from the Latin word "mille" meaning "thousand".)
Creative Brief
Document that sets parameters for a brand-building project. It will include context, goals, processes, and budgetary constraints.
Customer Characteristics
Distinctive, typical and/or peculiar characteristics and circumstances of customers which can be used in market segmentation to distinguish one group of customers from another.
Customer Relationship Management (CRM)
Tracking customer behavior for the purpose of developing marketing and relationship-building processes that connect the consumer with the brand. CRM can entail developing software or systems to provide one-to-one customer service and personal contact between a business and a customer.
Customer Service
The manner in which the brand meets its customers' needs. Service can be offered via various channels. Common channels are: in-person (in retail, or entertainment, for example), telephone, internet (remote banking, for example).