HomeInsights & ResourcesBrand TermsN A compilation of brand terms that start with the letter N.NamingThe process of choosing or creating associative, descriptive, or abstract words that will identify a brand, product, service or feature. See: Naming, Nomenclature System NeedsNecessity that is required. (e.g., crops in need of water) See: Desires, Needs, Wants Negative BrandA brand that has developed a negative association, usually resulting from an incident, product recall, or fad. Negative DemandDemand 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. Network EffectA 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) Niche MarketAdapted to the needs, wishes and expectations of small, precisely defined groups of individuals, niche marketing is not commonly targeted by mainstream providers. See: Niche Market, Vertical Market NoiseAny influences external to the sender or receiver, which distort the brand message. Nomenclature SystemA 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, Nomenclature System Non-Durable GoodsAny 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, Non-Durable Goods Non-Packaged GoodsA sub-category of consumer non-durables. (e.g., gasoline/petroleum is a non-packaged, non-durable good.) NudgeAny 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.