A glossary of brand terms.
Brand Terms

An offering or activity that comes quickly to the attention of an eager public, peaks in a relatively short time, then rapidly declines in popularity.

False Positioning:

Claiming to overcome a challenge that doesn't exist.

Family Brand:

A brand that has been extended through a family of offerings.

See: Line Extension

Fictitious Brand:

Any imaginary brand, such as those appearing on plays, books, movies and/or television. (e.g., Soylent Green, "ACME," Duff beer…)


Consumer acceptance of information (such as a product comparison test), while simultaneously rejecting equally valid information.


A permanent or semi-permanent display to present an offering at retail.

Flagship Strategy:

A flagship strategy is similar to Monolithic brand


Acronym: Fast Moving Consumer Good(s). These products have quick turnover, relatively low cost, and don't require much thought, time, or financial investment to purchase.

See: Durable Goods, Non-Durable Goods


Predicting future market conditions, based on variables that may/will influence brand performance over time.


An individual that forecasts how the future may unfold. These hypotheses are often used in product development.

See: Forecasting