Define: Ullage
Ullage
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.
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
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