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hygiene factors

Attributes (eg. professional, honest) that are expected for a business or service, and which won’t contribute to a brand’s distinctiveness.

market segment

A group of potential customers sharing a common need or want that a company can target as a mass.

brand preference

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

brand revamp

A substantial update to how a brand looks, sounds or behaves, often prompted by a change in business direction, audience expectations or market context. A revamp usually keeps some existing...

brand parity

The similarity of two or more brands in terms of perceived rank, status, quality and/or price in the eyes of the consumer.

demographics

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

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