HomeThoughts & ResourcesBrand TermsO Objectives Specific, measurable outcomes or results that a brand plans to achieve in a given period. See: Ends, Objectives Observational Research See: Ethnographics, Observational Research Off-Brand Behavior Any actions that serve to distort the brand message. Offering What a company offers for sale to customers. An offering includes the product and its features, quality, and associated services such as financing, warranties and installation. Oligopoly A market or industry dominated by a small number of sellers relative to the size of the market. (e.g., Coke and Pepsi are oligopolists operating in an oligopoly.) See: Oligopoly, Oligopsony Oligopsony A market in which there are few buyers relative to the number of sellers. See: Oligopoly, Oligopsony On-Brand Behavior Behavior encouraged to ensure that an organization is committed to delivering the desired brand experience to all audiences, internal and external. Option Paralysis The inability for a consumer to make a decision when faced with too many choices. Oral History Historical accounts obtained through interviews with persons having firsthand knowledge; usually through audio or video recordings.