Brand Architecture :- Brand architecture is how a company structures
and names its brands and how all the brand names relate to each other. Architecture
is a critical component for establishing strategic relationships, and there are
three types: monolithic, where the corporate name is used on all products and
services offered by the company; endorsed, where all sub-brands are linked to
the corporate brand by either a verbal or visual endorsement; and freestanding,
where the corporate brand operates merely as a holding company, and each
product or service is individually branded for its target market. There are
multiple variations of these three primary structures. The key requirement is
that any architecture be devised with the customer as primary focus, rather
than by internal influences such as accounting, people organization, or
history.
Cost Per Thousand (CPM):-Standard measurement for determining
the cost effectiveness for advertising, by comparing the cost to impressions
for a target audience.
Marketing Metrics:- Measurements that help with the
quantification of marketing performance, such as market share, advertising
spend, and response rates elicited by advertising and direct marketing.
Peer to Peer (P2P) Marketing:-Technique of encouraging
customers to promote a product person-to-person (peer-to-peer) on the Internet.
