Transfer of credibility and goodwill by associating the qualities from one brand to another, based upon association.

See: Endorsement

See: Durable Goods

The preferred brands of children, parents and grandparents alike. These brands sustain authority by maintaining relevance.

A significant differentiation among consumers believed to occupy the same target segment.

See: Homogeneity

A decision where the consumer does research to ensure that they make the correct purchase. These purchases typically require a significant investment.

See: Durable Goods

The theory that consumers will only spend what they have been conditioned to spend on a given purchase. If, or when, the cost exceeds the perceived price-point, the given market may recede until consumers are conditioned to the new pricing structure.

A significant similarity among consumers believed to occupy the same target segment.

See: Heterogeneity

Market classification based on function, regardless of industry.

See: Vertical Market

The study of consumer and product interactivity as it naturally occurs.

See: Ethnographics

The study of consumer perception of hygiene relating to the brand experience.

See: Ethnographics