A glossary of brand terms.
Brand Terms
Mainstream Brand:

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

Market Equity:

Consumer Equity

Market Leader:

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

Market Segmentation:

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

Market Share:

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:

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

Mascot:

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

Mass Marketing:

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.

Means:

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

See: Ends, Ways

Meme:

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).

Mindshare:

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.)

Mistaken Completeness:

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.

Mitigated Speech:

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.

Monadic Testing:

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

Monolithic Brand:

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…)

Monopoly:

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

Monopsony:

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

Muda:

Any activity that does not add value.

See: Kaikaku, Kaisen

Multi-Brand Strategy:

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