UQ power

Glossary :: UQ Power

Action learning

“… a continuous process of learning and reflection, supported by colleagues, with an intention of getting things done.”

A measurement process or tool of the performance, knowledge, learning, or other measurable qualities of a person, position, or named subject that has either taken place or can take place. Usually measured against stated outcomes.

Attainment testing
Tool to measure what a person knows or can do, and is usually related to the stated goals of a course or training the person has undertaken.

The percentage of population or target market who are aware of the existence of a given brand or company. There are two types of awareness: spontaneous, which measures the percentage of people who spontaneously mention a particular brand when asked to name brands in a certain category; and prompted, which measures the percentage of people who recognise a brand from a particular category when shown a list.

Awareness training
Training used to disseminate information that provides an individual with the basic knowledge/understanding of a policy, program, or system.

A brand is a mixture of attributes, tangible and intangible, symbolised in a trademark, which, if managed properly, creates value and influence. "Value" has different interpretations: from a marketing or consumer perspective it is "the promise and delivery of an experience"; from a business perspective it is "the security of future earnings"; from a legal perspective it is "a separable piece of intellectual property." Brands offer customers a means to choose and enable recognition within cluttered markets.

Brand Architecture
How an organization structures and names the brands within its portfolio. There are three main types of brand architecture system: 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 means of 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.

Brand Associations
The feelings, beliefs and knowledge that consumers (customers) have about brands. These associations are derived as a result of experiences and must be consistent with the brand positioning and the basis of differentiation.

Brand Commitment
The degree to which a customer is committed to a given brand in that they are likely to re-purchase/re-use in the future. The level of commitment indicates the degree to which a brand's customer franchise is protected from competitors.

Brand Earnings
The share of a brand-owning business's cashflow that can be attributed to the brand alone.

Brand Equity
The sum of all distinguishing qualities of a brand, drawn from all relevant stakeholders, that results in personal commitment to and demand for the brand; these differentiating thoughts and feelings make the brand valued and valuable.

Brand Equity Protection
Is the implementation of strategies to reduce risk and liability from the effects attributable to counterfeiting, diversion, tampering and theft so that the differentiating thoughts and feelings about the brand are maintained and remain valued and valuable.

Brand Essence
The brand's promise expressed in the simplest, most single-minded terms. For example, Volvo = safety. The most powerful brand essences are rooted in a fundamental customer need.

Brand Experience
The means by which a brand is created in the mind of a stakeholder. Some experiences are controlled such as retail environments, advertising, products/services, websites, etc. Some are uncontrolled like journalistic comment and word of mouth. Strong brands arise from consistent experiences which combine to form a clear, differentiated overall brand experience.

Brand Extension
Leveraging the values of the brand to take the brand into new markets/sectors.

Brand Harmonisation
Ensuring that all products in a particular brand range have a consistent name, visual identity and, ideally, positioning across a number of geographic or product/service markets.

Brand Identity
The outward expression of the brand, including its name and visual appearance. The brand's identity is its fundamental means of consumer recognition and symbolizes the brand's differentiation from competitors.

Brand Image
The customer's net "out-take" from the brand. For users this is based on practical experience of the product or service concerned (informed impressions) and how well this meets expectations; for non-users it is based almost entirely upon uninformed impressions, attitudes and beliefs.

Brand Licensing
The leasing by a brand owner of the use of a brand to another company. Usually a licensing fee or royalty rate will be agreed for the use of the brand.

Brand Management
Practically this involves managing the tangible and intangible aspects of the brand. For product brands the tangibles are the product itself, the packaging, the price, etc. For service brands (see Service Brands), the tangibles are to do with the customer experience - the retail environment, interface with salespeople, overall satisfaction, etc. For product, service and corporate brands, the intangibles are the same and refer to the emotional connections derived as a result of experience, identity, communication and people. Intangibles are therefore managed via the manipulation of identity, communication and people skills.

Brand Parity
A measure of how similar, or different, different brands in the same category are perceived to be. Brand parity varies widely from one category to another. It is high for petrol, for example: about 80% of respondents (BBDO survey) see no real difference between brands. By contrast, brand parity for cars is low: only about 25% of respondents say that one make is much the same as another. This is a very important measure if you want to stand out as a unique brand and live your UQ Factor.

Brand Personality
The attribution of human personality traits (seriousness, warmth, imagination, etc.) to a brand as a way to achieve differentiation. Usually done through long-term above-the-line advertising and appropriate packaging and graphics. These traits inform brand behavior through both prepared communication/packaging, etc., and through the people who represent the brand - its employees.

Brand Platform
The Brand Platform consists of the following elements:

  • Brand Vision The brand's guiding insight into its world.
  • Brand Mission How the brand will act on its insight.
  • Brand Values The code by which the brand lives. The brand values act as a benchmark to measure behaviors and performance.
  • Brand Personality The brand's personality traits
  • Brand Tone of Voice How the brand speaks to its audiences.

Brand Positioning
The distinctive position that a brand adopts in its competitive environment to ensure that individuals in its target market can tell the brand apart from others. Positioning involves the careful manipulation of every element of the marketing mix.

Brand Strategy
A plan for the systematic development of a brand to enable it to meet its agreed objectives. The strategy should be rooted in the brand's vision and driven by the principles of differentiation and sustained consumer appeal. The brand strategy should influence the total operation of a business to ensure consistent brand behaviors and brand experiences.

Brand Valuation
The process of identifying and measuring the economic benefit - brand value - that derives from brand ownership.

Brand Values
The code by which the brand lives. The brand values act as a benchmark to measure behaviours and performance.

Selecting and blending tangible and intangible attributes to differentiate the product, service or corporation in an attractive, meaningful and compelling way.

Core Competencies
Relates to a company's particular areas of skill and competence that best contribute to its ability to compete.

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.

Customer Relationship Management (CRM)
Tracking customer behaviour for the purpose of developing marketing and relationship-building processes that bond the consumer to the brand. Developing software or systems to provide one-to-one customer service and personal contact between the company and the customer.

Customer Service
The way in which the brand meets its customers' needs via its various different channels (for example, over the telephone or Internet in the case of remote banking, or in person in the case of retail or entertainment).

The description of outward traits that characterize a group of people, such as age, sex, nationality, marital status, education, occupation or income. Decisions on market segmentation are often based on demographic data.

Differential Product Advantage
A feature of a product that is valuable to customers and is not found in other products of the same category.

Creation or demonstration of unique characteristics in a company's products or brands compared to those of its competitors.

Any tangible or intangible characteristic that can be used to distinguish a product or a company from other products and companies.

A process by which an organization grants recognition of competence to an individual who has met a set of pre-determined standards specified by the organization.

A person who gives honest feedback and support, inspires, challenges, facilitates growth and change, and partners with another person to achieve stated goals. A coach may perform these functions on a personal or professional level.

External Coach
A coach who is contracted from the "outside", by an individual, corporation or organization, to come "inside" to provide coaching services. The external coach may or may not have technical experience in the client's industry or field, but WILL have experience in dealing with conditions and goals related to that industry or field, as well as with the people issues involved. An external coach may negotiate an ongoing general coaching contract, or one which specifies a limited period of time, dealing with stated issues.

Focus Group
A qualitative research technique in which a group of about eight people is invited to a neutral venue to discuss a given subject, for example hand-held power tools. The principle is the same as an in-depth interview, except that group dynamics help to make the discussion livelier and more wide-ranging. Qualitative groups enable the researcher to probe deeper into specific areas of interest (for example, the nature of commitment to a brand). The result adds richer texture to the understanding of broader data (for example, quantitative), which may paint general trends or observations. Also known as a group discussion.

"Intangible" - incapable of being touched. (1) Intangible assets - trademarks, copyrights, patents, design rights, proprietary expertise, databases, etc. (2) Intangible brand attributes - brand names, logos, graphics, colours, shapes and smells. Intangibles "Intangible" - incapable of being touched. (1) Intangible assets - trademarks, copyrights, patents, design rights, proprietary expertise, databases, etc. (2) Intangible brand attributes - brand names, logos, graphics, colours, shapes and smells.

Internal Coach
A coach who has been trained to perform the functions of coach within and for an organization, and is a paid employee of that organization or corporation. The internal coach may or may not have other specified job duties in addition to coaching within the organization. The internal coach can be either a full-time or part-time employee.

Coach Approach
A way of relating and behaving that is based on coaching a person or team, instead of "managing" or teaching, etc.

The process of being a coach, performing the functions detailed under "coach." The goal of coaching is the development, growth and success of those being coached.

Corporate Coaching
Coaching within and with an entire corporation or different divisions, departments/teams within the corporation or organization.

Executive Coaching
Coaching at the executive level either with a single individual or with complete teams of individuals either within an organization or corporation, or as a unique individual relationship outside the organization's boundaries.

Career Coaching
Coaching that focuses on work and career transitions, or issues around careers.

Performance Coaching
Coaching that is generally done within an organization or corporation, focusing on the skills and competencies required for optimum performance to meet expectations.

Coaching Culture
A culture cultivated within an organization or corporation that embraces the competencies and attitude of coaching.

The mental processes of perception, memory, judgment, and reasoning, as contrasted with emotional and volitional processes. Cognitive also refers to attempts to identify a perspective or theory in contrast to emphasizing observable behaviour.

Complex Coaching Situation
A "complex" coaching situation is one that has the following characteristics:

  • the performance factors are not well-defined;
  • the consequence of error is significant
  • the coach is expected to be at the cutting edge of knowledge and practice;
  • the coach is expected to produce innovative and novel responses to the demands of the situation;
  • objectives are long-term.

Conflict Management
The art of managing conflict effectively. Nearly all projects encounter conflict. The object of successful conflict management is to handle conflicts so that the result is positive rather than destructive.

A means of assisting persons to resolve and overcome personal (and sometimes professional) problems using standardized behavioural psychological methods. A coach is not a counsellor. In addition to "problem-solving" a coach maximizes the person’s potential. A coach works with a person to move confidently forward in life, not just over or around a hurdle. A counsellor may inadvertently foster dependency. A coach empowers individuals for flight. (Note: counselling can be very beneficial in certain circumstances.)

The training and nurturing of people to acquire new horizons, technologies, or viewpoints, enabling leaders to guide their organizations onto new expectations by being proactive rather than reactive. It enables workers to create better products, faster services, and more competitive organizations. It is learning for ultimate growth of the individual, but may not be related to a specific present or future job or function. 

The process of gathering information in order to make informed decisions. It is broader than testing, and includes both subjective (opinion) input and objective (fact) input. Evaluation can take many forms including tests, assessments, and self-reflection.

A person whose knowledge, skill, and experience is specialized and extensive, especially as the result of much practical experience.

A person who makes it easier for others to learn and grow, or assists in and directs the implementation of processes, programs, and plans. A facilitator determines the best way to make information available to the people involved by providing the knowledge, systems, or materials which enable persons to perform a task more effectively. This is done by listening, asking questions, providing ideas, suggesting alternatives, and identifying possible resources. A good facilitator is adept and experienced with people and people issues.

Providing information about the nature of an action and its result in relation to some criterion of acceptability. It provides the flow of information back to a person so that actual performance can be compared with planned performance. Feedback can be positive, constructive, or neutral.

The ability to mediate effectively with individuals, groups or teams in order to facilitate the achievement of a specific outcome. It may be understood as a dynamic interpersonal process performed with a clear purpose whereby the coach may have to communicate, teach, lead and/or manage.

Lifelong Learning
The concept of continuous personal development through personal (self-actualized) learning. We at UQ Power are strong advocates of lifelong learning – check out our values and you will see!

(1) A person who serves as an example for another person to emulate.
(2) A representation of a process or system that shows the most important variables in the system in such a way that analysis of the model leads to insights into and understanding of the system.

A stand-alone instructional unit that is designed to satisfy one or more learning objectives. A separate component complete within itself that can be taught, measured, and evaluated for a change or even bypassed as a whole. A module consists of one or more lessons. Many of our training courses both online and in the classroom style consist of modules as we believe in layered learning – one bit at a time.

Market Leader
A company that has achieved a dominant position - either in scale (e.g., British Airways) or influence (e.g., Virgin) - within its field. This leading position often comes about because the company was the first to market a certain type of product and, with the protection of a patent, has managed to consolidate its position before direct competition was possible. Alternatively, a company may overtake a previous market leader through greater efficiency and skilful positioning.

Market Position
A measure of the position of a company or product on a market. Defined as market share multiplied by share of mind.

Market Segment
A group of customers who (a) share the same needs and values, (b) can be expected to respond in much the same way to a company's offering, and (c) command enough purchasing power to be of strategic importance to the company.

Market Share
A company's share of total sales of a given category of product on a given market. Can be expressed either in terms of volume (how many units sold) or value (the worth of units sold).

Mass Marketing
Simultaneous standardized marketing to a very large target market through mass media. Other names for this are market aggregation and undifferentiated marketing.

A brand name that dominates all products or services in a range or across a business. Sometimes used with sub-brands, sometimes used with alpha or numeric signifiers. Audi, Durex, Nescafe and Lego, for example, are all used as masterbrands.

Multibrand Strategy /Multiple Branding
Marketing of two or more mutually competing products under different brand names by the same company. The motive may be that the company wishes to create internal competition to promote efficiency, or to differentiate its offering to different market segments, or to get maximum mileage out of established brands that it has acquired. When a company has achieved a dominant market share, multibrand strategy may be its only option for increasing sales still further without sacrificing profitability. For example, Lever Brothers sells washing powders under the Persil, Omo and Surf names; Cadbury sells chocolates under the Dairy Milk, Bournville and Fruit & Nut names; Heinz sells canned convenience foods under the Baked Beans, Spaghetti Hoops and Alphabetti Spaghetti names.

Needs Analysis
A method used to determine specific needs by reviewing tasks, identifying performance factors and objectives, and defining objectives and recommendations.

Needs Assessment
Problem identification process that looks at the difference between "what is" and "what should be" for a particular situation. A systematic study that incorporates data and opinions from varied sources in order to create, install and evaluate people, products and services.

Organizational Development
This is a large area of expertise, encompassing the ability to conduct overviews, interviews, analyses and any other assessments required to determine the overall structure and function of an organization, including all the inter-dependent parts and how they function together. The purpose of this review is generally to determine where problem areas may exist and then to suggest changes, or to provide expertise to those in start-up businesses. Many executive coaches specialize in this area.

Performance Analysis
It is the process by which professionals partner and team up to identify and respond to opportunities and problems, and through study of individuals and the organization, to determine an appropriate cross-functional solution system.

When a brand owner revisits the brand with the purpose of updating or revising based on internal or external circumstances. Rebranding is often necessary after an M&A or if the brand has outgrown its identity/marketplace. Many of our clients decide to go through a rebranding process once they have discovered and refined their UQ Factor as they then need to rebrand and realign their messaging around their UQ.

Relative Market Share
Your own company's market share compared to those of your competitors. A large share confers advantages of scale in product development, manufacturing and marketing. It also puts you in a stronger position in the minds of customers, which has a positive influence on pricing.

Reintroducing a product into a specific market. The term implies that the company has previously marketed the product but stopped marketing it. A relaunched product has usually undergone one or more changes. It may, for example, be technically modified, rebranded, distributed through different channels or repositioned.

Communications activities to give an existing product a new position in customers' minds and so expanding or otherwise altering its potential market. Many potentially valuable products lead an obscure existence because they were launched or positioned in an inadequate manner. It is almost always possible to enhance the value of such products by repositioning them.

Service Brand
A product consisting predominantly of intangible values. "A service is something that you can buy and sell, but not drop on your foot" (The Economist). In this sense, a service is something that you do for somebody, or a promise that you make to them. Here at UQ Power we are a service brand – we don’t want to hurt your foot – ouch!

Share of Mind
There are many definitions of share of mind. At its most precise, share of mind measures how often consumers think about a particular brand as a percentage of all the times they think about all the brands in its category. More loosely, share of mind can be defined simply as positive perceptions of the brand obtained by market research. Whereas market share measures the width of a company's market position, share of mind can be said to measure its depth.

Share of Voice
The media spending of a particular brand when compared to others in its category.

The ability to do something well, especially as the result of practical experience; the ability to apply knowledge in a practical manner.

Strategic Planning
The process of thinking of and determining specific goals, objectives, and actions to move from one place to another; for industries and organizations of all sizes.

360-Degree Feedback (or Evaluations, Assessments, Reviews)
Refers to a process in which data is collected from multiple sources or multiple raters surrounding the person being assessed. Respondents may include self, supervisor, reporting employees, peers, and, in some cases vendors/clients. Applications include performance appraisal, professional development, succession planning, assessing organizational climate, and targeted competency areas specific to the individual being assessed.

A product or service brand that had its own name and visual identity to differentiate it from the parent brand.

"Tangible" - capable of being touched. (1) Tangible assets - manufacturing plant, bricks and mortar, cash, investments, etc. (2) Tangible brand attributes - the product and its packaging. (3) Tangible brand values - useful qualities of the brand known to exist through experience and knowledge.

Target Market
The market segment or group of customers that a company has decided to serve, and at which it consequently aims its marketing activities.

Team Development
The process of forming and advancing a team to be more effective, and to develop higher functioning relationships. Most teams require different types of development as they move through the phases of Forming, Storming, Norming, Performing.

What is present in the uppermost level of consciousness; the manufacturer or brand that people in market surveys name first when asked to list products in a specific category. Top-of-mind is the highest degree of share of mind. To attain that position, a company normally needs to have a large share of voice in its category.

Learning that is provided in order to improve performance (not always job related, but always growth related.

A person who directs the growth of learners by making them qualified or proficient in a skill, task, attitude, system, or process. Utilizes coaching, instructing, and facilitating techniques to accomplish the learning objectives.

"Any sign capable of being represented graphically which is capable of distinguishing goods or services of one undertaking from those of another undertaking".

Trademark Infringement
A trademark registration is infringed by the unauthorized use of the registered trademark, or of one that is confusingly similar to it, on the registered goods or services, or in certain circumstances on similar or dissimilar goods and services.

Someone or thing that breaks a traditional mold or routine and gains a following because of it. iMac is an example of trendsetting in design as now office supplies come in the familiar colours and translucent packaging of an iMac. Your UQ Power is all about you being a trend setter – go on you know you have it in you!

Visual Identity
What a brand looks like - including, among other things, its logo, typography, packaging and literature systems.


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