brand ambassadors

touchpoint

Any instance of personal interaction that offers a brand an opportunity to build a relationship. Each touchpoint should leave a lasting positive impression. Common examples include websites...

market share

The percentage of a market (an industry, or a specific market segment) that is controlled by a particular company or product.

brand archetype(s)

A group of twelve personality archetypes based on categories defined by Swiss psychiatrist Carl Jung: the ruler, the artist / creator, the caregiver, the innocent, the sage, the explorer, t...

brand value proposition

vision

brand preference

A strong preference for one brand over another, typically demonstrated by purchasing habits.