A complex process identifying the gap between what is being done now in the marketing of a product by a marketing agency or organisation and where it should be to fall into line with overall strategic marketing objectives. Gap analysis identifies what needs to be done and assesses the cost and probability of achieving it. Gap analysis is integral to successful brand management.
Generic advertising is a form of advertising produced by an advertising agency which is aimed not at growing a particular brand but at persuading usage of a particular product area. Generic brand - a product named by its generic class, e.g., DVD player, video etc. Some marketing consultants refer to this as market education and although strictly non-promotional may be important with a brand management program.
A marketing method of analysis combining geographic and demographic variables (for example ACORN). Geodemographics is essential element in brand management.
Advertising agency or design company will produce global advertising to run across many countries and continents with a similar message, modified only slightly for each target country. Global advertising requires in-depth marketing knowledge and is best handled by a full-service agency in a major city centre such as Manchester or Liverpool. Global advertising campaigns reflect the aspirations and objectives of the brand management team.
An expression used in market research or by marketing consultants where many people are gathered together in the same environment to discuss, taste or test products, services or advertising campaigns. Can be an important part of brand management.
