Consumer desire to buy, complicated by a lack of real purchasing power. The consumer lacks the means (funds) and/or ability (opportunity) to do so.

See: Effective Demand, Aspirational Brand

Lateral thinking is a phrase coined by Edward de Bono in contrast to conventional or vertical thinking. Conventional thinking moves in a predictable, direct fashion. Lateral thinking attacks a problem from the side. De Bono defines the four main aspects of lateral thinking as follows: • The recognition of dominant polarizing ideas • The search for different ways of looking at things • A relaxation of the rigid control of vertical thinking • The use of chance

The initial marketing of a new brand, product or service to a particular market. The way in which the launch is carried out greatly affects the product’s profitability throughout its lifecycle.

One who generates (comes up with) names.

The horizontal expansion of a brand through the introduction of new offerings by function, such as additional flavors, sizes, colors… (e.g., Coca Cola's extension to Diet Coke, Caffeine Free Coke, Caffeine Free Diet Coke)

A reinterpretation of the brand's verbal and visual components to ensure that cultural and/or language barriers will not confuse the brand message.

The practice of branding geographic locations (countries, regions, cities and towns) as a key driver for tourism, inward investment and/or export revenue.

See: Branding

The formalized position/relationship of the brand's logo (symbol) and its wordmark (logotype).

Any identifying mark that officially represents a brand.

See: Rider

Brand name, publication title, or the like, presented in a special lettering style (custom typeface) and used in the manner of a trademark.