freestanding brand

demographics

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

brand earnings

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

brand attributes

Characteristics of a brand that inform how it is expressed to audiences. Some attributes are hygiene factors shared by all brands in the category. Other attributes aim to be unique to the b...

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...

brand revamp

brand management

The discipline of developing or maintaining a brand through planning, strategy, execution and metrics to achieve business objectives.