The unfilled air space at the top of a package, which in the case of bottled liquids, is essential to allow expansion of the contents as temperatures change.
A brand respected as being exclusive, elite and/or otherwise catering to a wealthy clientele.
See: Mainstream Brand, Premium Brand, Ultra Value Brand, Value Brand
A brand that leverages a reduced price point as its point of difference.
See: Mainstream Brand, Premium Brand, Ultra Premium Brand, Value Brand
Particular quality, feature or other tangible benefit of an offering which a competitor's product, although similar, cannot, does not or will not offer; commonly referred to as USP.
A brand developed to appeal to affluent consumers.
See: Down Market
The ability of an offering to satisfy a consumer need.
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:
Sign up for Brand Related and learn all about brands and branding.
