demographics

brand licensing

The sale of usage rights by a brand owner to a third party, often involving fee or royalties.

brand earnings

The cash inflow based on brand alone. Often a challenge to calculate, but several formulas can be applied.

acronym names

Names created by abbreviating two or more words, ideas or names.  Either pronounced letter-by-letter or as a word. Examples include IBM (International Business Machines), H&M (Hennes & Maur...

share of mind

A metric devised to gauge the degree a particular brand is available unprompted in audiences’ minds compared to competitors.

brand voice

brand equity protection

Strategies and security measures applied to safeguard brand equity. Includes measures that reduce potential risks and/or liabilities from acts of counterfeit, theft, fraud, etc. If insuffic...