{"id":1551,"date":"2024-05-15T16:18:27","date_gmt":"2024-05-15T14:18:27","guid":{"rendered":"https:\/\/www.gesinegold.de\/?page_id=1551"},"modified":"2025-11-02T08:05:58","modified_gmt":"2025-11-02T07:05:58","slug":"glossar","status":"publish","type":"page","link":"https:\/\/www.gesinegold.com\/en\/glossar\/","title":{"rendered":"Glossary"},"content":{"rendered":"
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"impressum\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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AGENCY<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Firma, die Dienstleistungskunden ihr Marken Know – How zur Verf\u00fcgung stellen.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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VISUAL IDENTITY<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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A visual identity defines specific visual elements and a distinctive style of imagery for a brand. The images make the brand values tangible, emotionally resonate with the target audience, and collectively create a recognition effect.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Branding<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Branding refers to the strategy, creation and management of brands.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Claim<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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A claim gets to the heart of the brand in terms of communication. It is a long-term core statement that conveys either the brand values, the positioning of the company, its performance or its area of expertise. A claim is usually used as a fixed component of the logo.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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UMBRELLA BRAND<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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An umbrella brand is a brand under which other sub-brands are managed. This brand structure is often used when different offerings within the same core business are being presented. The company, the umbrella brand, imparts identity to the sub-brands, which occupy various distinct market segments or fields of offerings.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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FAMILY BRAND<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Main brand owner.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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HUMAN FACTORS<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Incorporation of human behaviors or anthropological and psychological aspects into design, technology, or the brand creation process.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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COMMUNICATION<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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In the context of branding, this refers to the efforts and activities undertaken to support a brand campaign, convey the brand message, and inform both internal and external audiences about the brand.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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LICENSEE<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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A person or company that has acquired the rights to a brand or a part of a brand and markets it under their own name, for example, the production of the iPod under the brand name Hewlett Packard.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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LUXURY BRAND<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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A luxury brand refers to a brand whose underlying product or service is perceived to exceed the normal standard of quality or value within its respective category. It is primarily characterized by exclusivity and scarcity, resulting in a high price level as a typical feature. A luxury brand enjoys elevated recognition, largely due to its authentic and traditional values.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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BRAND<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Public, usually carefully constructed side of marketable products, services or people. The reputation of a product is often supported by the brand identity.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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BRAND ARCHITECTURE<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Die Strukturierung und Benennung von Marken innerhalb des Firmenportfolios:<\/p>


a) Verwendung des Unternehmensmarkennamens f\u00fcr alle Produkte und Services. b) Submarken, die mit der Unternehmensmarke verkn\u00fcpft sind. c) Einf\u00fchrung individueller Produkt- bzw. Servicemarken auf einzelnen M\u00e4rkten.

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BRAND PERCEPTION<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Die Marke aus der Sicht des Publikums.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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BRAND VALUE<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Der Wert einer Marke. Das Markenkapital basiert auf der Summe aller distinktiven, auf den Assoziationen des Massenpublikums (Stakeholder) beruhenden Eigenschaften einer Marke. Das Markenkapital macht den Wert und die Bewertbarkeit einer Marke aus.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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BRAND VALUES<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Die Eigenschaften einer Marke.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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TRADEMARK<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Brand identifying sign ( from French marque marking ) Logo or word\/figurative mark. This is the term for a trademark consisting of a permanent combination of typography and graphics.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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POSITIONING<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Die Situierung einer Marke zur Hervorhebung Ihrer Unverwechselbarkeit mit Konkurrenzprodukten.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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PRODUCT<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Ein materieller, marktf\u00e4higer Artikel, der oft die Basis einer Marke bildet.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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PROPOSITION<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Ein unverwechselbares Profil, das die Marke nach au\u00dfen projiziert.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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STRATEGY<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The ideas and marketing theories behind a brand, such as the desired brand positioning to capture a specific target audience.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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SUB-BRAND<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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A sub-brand is a brand that is managed under a parent brand. Sony Playstation is a sub-brand of Sony.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

AGENTUR Firma, die Dienstleistungskunden ihr Marken Know – How zur Verf\u00fcgung stellen. BILDWELT Eine Bildwelt definiert spezifische Bildinhalte und einen […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"site-sidebar-layout":"no-sidebar","site-content-layout":"","ast-site-content-layout":"full-width-container","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"class_list":["post-1551","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/www.gesinegold.com\/en\/wp-json\/wp\/v2\/pages\/1551","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.gesinegold.com\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.gesinegold.com\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.gesinegold.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.gesinegold.com\/en\/wp-json\/wp\/v2\/comments?post=1551"}],"version-history":[{"count":5,"href":"https:\/\/www.gesinegold.com\/en\/wp-json\/wp\/v2\/pages\/1551\/revisions"}],"predecessor-version":[{"id":11344,"href":"https:\/\/www.gesinegold.com\/en\/wp-json\/wp\/v2\/pages\/1551\/revisions\/11344"}],"wp:attachment":[{"href":"https:\/\/www.gesinegold.com\/en\/wp-json\/wp\/v2\/media?parent=1551"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}