See: Bottom Up

Any contemporary brand that is well known and generally accepted to be a popular choice.

See: Premium Brand, Ultra Premium Brand, Ultra Value Brand, Value Brand

Consumer Equity

A brand or company that has achieved the dominant position in the market, either in scale or influence.

Division of consumers into subgroups who, based on shared attributes, are expected to respond to an offering in much the same way.

See: Demographics, Psychographics, Ethnographics

Percentage of sales in a given category in a given market, in terms of dollars or units sold. This can be expressed either in terms of volume (how many units sold) or value (the worth of units sold).

Marketing is the process of planning and executing the pricing, promotion, and distribution of an offering, to create and maintain consumer relationships.

A person, animal, or object used as a symbol to represent an organization. (e.g., United States Marine Corps' bulldog)

A marketing philosophy in which the seller views the market as a homogeneous whole, hence, trying to be all things to all consumers. Also referred to as unsegmented marketing or undifferentiated marketing.

See: Monolithic Brand

The available resources that may be used as the "way" to achieve the ends.

See: Ends, Ways

MEME: A fundamental unit of information. An idea, belief, belief system, or pattern of behavior that spreads throughout a culture: vertically by cultural inheritance (parent to child), horizontally by cultural acquisition (peer groups or media). The term was coined by Richard Dawkins in his book The Selfish Gene (1976).

See: Top Down

The percentage of time a consumer thinks about a particular brand within the context of the brand's application. (e.g., When I think of the beach, Coppertone comes to mind.)

Believing that one has a larger portion of the available information about a subject than they actually have. This leads to the extrapolation of what they believe is a comprehensive understanding of that subject.

A linguistic term describing the deferential in communication based on the imbalance of authority between individuals. The subordinate downplays the urgency/importance of a situation or request. As a result, the superior makes false assumptions about the situation at hand.

Product testing where the respondent is only given one product to test, rather than comparing two or more.

This type of Brand Architecture uses the company name to "masterbrand" all of its product/service offerings. (e.g., GE is a Monolithic Brand—GE lighting, GE capital, GE medical…)

A market in which there are many buyers but only one seller.

A market in which goods or services are offered by several sellers, but there is only one buyer.

Any activity that does not add value.

See: Kaikaku, Kaisen

The act of a single company marketing of two or more mutually competing products under different brand names, with each brand targeting a different consumer segment.