Define: Mindshare
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.)
This week’s term:
Brand Identity Misalignment: Presenting a brand identity that does not reflect the strategic intent of the brand strategy. This often results in ineffective tactical decisions that damage both brand equity and brand value.
See: Brand Image Map
Brand Related:
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