See other terms

fast moving consumer goods (FMCG)

These products are sold quickly at a relatively low cost. Examples include non-durable household goods such as packaged foods, beverages, toiletries, confectionery, cosmetics, over-the-coun...

distinction

A distinctive quality, such as a unique feature, mnemonic or promise, increase the memorability of a brand. This brand recognition raises the likelihood of choice at the point of sale. Dist...

brand function

The practical role of the brand. For example, how a product, service or organisation might be described on a government form.

ethical positioning index (EPI)

A measure of how a company's ethical and social policies and practises compare to those of its competitors. The rating is based on brand positioning as well as ethical variables.

out of home (OOH)

Mass media outside the home, typically visible to the general public. Includes billboards, signage, hoardings, public transport.

generic brand

Generally competing on price, a generic brand presents a product as a commodity. It does not seek the advantages branding offers, such as reputation, recognition and recall.