Sustainable Marketing Glossary

Benchmarking is a process that measures how a business is performing compared to their competitors. This measurement can be used to evaluate the business as a whole or only a certain aspect of the business (such as operational costs or procedures).

A portmanteau of “web” and “log,” a blog is a method of publishing content on the internet. In the 2000s, blogging became the dominant way to publish content online, giving businesses a new and effective way to connect with their target audience.

Brand awareness is the degree to which people are cognizant of a particular company in the sense that they can recognize brand imagery, such as a logo, slogan, a certain color scheme, and so on. To have brand awareness, a consumer must mentally link these images with the company’s products or services.

A buyer persona is a fictitious “ideal buyer” crafted by a company based on researching the company’s ideal customers. The persona is supposed to represent the kind of person who would be highly likely to purchase a product or service, thus enabling the company to better market to real people matching that description.