A glossary of brand terms.
Brand Terms

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.

Ultra Premium Brand:

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

Ultra 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

Unique Selling Proposition:

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.

See: Brand Positioning Statement

Up Market:

A brand developed to appeal to affluent consumers.

See: Down Market


The ability of an offering to satisfy a consumer need.