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brand preference

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

sub-brand

A strategy of developing one or more branded offerings that are different from, but related to, another branded product or service. Often applied to leverage existing brand value into anoth...

brand image

What people perceive the brand to be. Brand building activities can help improve a brand’s image.

demographics

Statistical data relating to a population and groups within it. Metrics include location, age, gender, income, race and other.

mass marketing

The process of targeting large populations with messages tailored for broad appeal through channels with a wide reach.

on/off-brand

The degree of correctness of the expression or action of a brand and its desired perception in people’s minds.

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