The choosing or creation of a word(s) to identify a brand or product that supports its position. The name may be either associative, descriptive, or abstract.

See: Nomenclature System

Necessity that is required. (e.g., crops in need of water)

See: Desires, Wants

A brand that has developed a negative association, usually resulting from an incident, product recall, or fad.

Demand for a brand which consumers dislike. This exists when consumers are prepared to pay more than the price of the product to avoid having to buy it at all.

A system by which the the value of a product increases as more products/used are sold and the network of users increases. (e.g., Telephones, e-mail, Social Media)

Adapted to the needs, wishes and expectations of small, precisely defined groups of individuals, niche marketing is not commonly targeted by mainstream providers.

See: Vertical Market

Any influences external to the sender or receiver, which distort the brand message.

A system outlining naming principles, systematically organized to reflect the relationships among the entities that form the brand offering. (e.g., Ford: Escape, Explorer, Expedition…)

See: Naming

Any consumer goods that wear out, or are used up quickly. Their short life expectancy accelerates the replacement cycle. (e.g., drugs, apparel, groceries…)

See: Durable Goods, FMCG

A sub-category of consumer non-durables. (e.g., gasoline/petroleum is a non-packaged, non-durable good.)

Any act that attempts to “alter [people’s] behavior in a positive way, without actually requiring anyone to do anything at all.”—professors Richard Thaler and Cass Sunstein.