brand parity

brand salience

The degree to which a brand sticks out to be recognized among competitors and recalled by its intended audience.

quantitative research

A market research methodology that aims to understand human behaviour through collection and analysis of data.

brand manager

The role responsible for developing and executing a marketing plan for a branded product or service.

brand audit

A research initiative designed to obtain an understanding about the reality of a brand. It explores and identifies the brand's, and competitors, current positioning in the market. It typica...

unique selling point/proposition (USP)

cost per thousand impressions (CPM)

How much advertisers pay for every thousand ads displayed. (CPM stands for cost per mille – mille being Latin for thousand.)