B
- Below the Line
Non-media advertising when no commission has been paid to the advertising agency.
- Brand
A brand takes the form of a symbolic construct created by a marketer to represent a collection of information about a product or group of products. This symbolic construct typically consists of a name, identifying mark, logo, visual images or symbols, or mental concepts which distinguishes the product or service.
- Brand Extension
A company develops new products to be marketed under an existing brand name.
- Brand Management
Marketers attempt to optimise the 'Marketing mix' for a specific brand.
- Brand Value
The value which a brand would be given if represented on a company balance sheet.
- Business Plan
A strategic document showing direction of a company, forecasts and cash flow.
- Business Strategy
The means by which a business works towards achieving its stated aims.
- Business to Business (B2B)
Relating to the sale of a product where the buyer is not a consumer. The buyer may be a non-profit organisation, a reseller, a manufacturer, a government body, or a non-profit-making institution.
- Business to Consumer (B2C)
The sale of a product for personal consumption. The buyer may be an individual, a family or any other group who will use the product for personal use.
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