A physical container that serves to protect the product, while clearly identifying and distinguishing the brand from its competitors. For example, beer may be packaged in a bottle (Primary Package), which is then packaged in a "6 pack" (Secondary Package) which is then packaged into cases (Tertiary Package).
A brand's inability to deliver on consumers' expectations. This is often caused when advertising, public relations, and or packaging improperly influence consumer perception by appealing to reasons or emotions that are not in line with the brand promise.
A tactic by which a brand's earlier offerings are made to appear less desirable in comparison with the brand's newest offerings, by altering consumer perceptions of the desirability of the models they have already purchased.
A concept put forth by the social scientist Timur Kuran in his book Private Truth, Public Lies as part of his theory of how people's stated preferences are responsive to social influences. As individuals tailor their choices to appear socially acceptable, they drastically skew polling, surveys and focus groups by conveying preferences that differ from what they genuinely feel/want.