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Vocabulary
Objective: Design marketing frameworks and defend strategic brand positions to executive teams using precise marketing and consumer-behaviour vocabulary.
| French term | English equivalent | Domain |
|---|---|---|
| la segmentation | segmentation | audience analysis |
| le ciblage | targeting | audience analysis |
| l'image de marque | brand image | branding |
| l'identité de marque | brand identity | branding |
| le positionnement | positioning | strategy |
| la notoriété | brand awareness | branding |
Le taux de conversion is a ratio of completed actions to visits, not a count of visitors.
L'image de marque belongs to the public, while the company controls only its identité de marque.
A bare noun phrase naming the share of visitors who complete the target action, ready to be combined with améliorer or mesurer.
A bare noun phrase naming the perception that consumers hold, often contrasted with l'identité de marque.
The metric measures the share of visitors who complete the target action, and its movement tracks the effect of a change.
The cost depends on the channel, the audience, and the offer, so its value must be interpreted per campaign.
Segmentation describes the market, while targeting commits the brand to a specific audience.
7 exercises · about 11 minutes
La segmentation divides an audience into groups that share characteristics, so targeting everyone identically is its opposite.
Le positionnement concerns the brand's perceived place in the market, not its price tag.
Le coût d'acquisition depends on the channel, the audience, and the offer, so its trajectory cannot be predicted from advertising alone.
The gap between identity and image is one of the most frequent findings in brand audits.
The brand occupies a distinct place in the consumer's mind only when the difference is perceived.
The test isolates the effect of a single change, and it supports recommendations with evidence rather than opinion.