A compilation of brand terms that start with the letter W.


Basic human needs that are given expression. For example, the need to satisfy hunger might be expressed as a want of meat by one person, and as a want of fruit by another.

Water Cooler Effect

Casual consumer discussion regarding new offerings.


The various actions or approaches to reach the ends.

See: Ends, Tactics

Worldwide Adaptation

A strategy in which slightly different variations of a product are sold in each country/market. Promotion and distribution strategies must also be modified to suit the particular needs of each country/market.