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The unique collection of brand associations that represent what a brand stands for and promises to its customers.

The use of an established brand name in new product categories.

The process of placing a brand in the market and mind of the consumer.

The assortment of different brands that a single firm manages and offers to the marketplace.

The act of bringing a brand back from a state of decline or stagnation.

Any point of contact where a customer interacts with a brand.

A marketing strategy that involves the collaboration between two or more brands to create a joint product or service.

Products manufactured by one company for sale under another company's brand.

The way consumers perceive and interpret all the signals coming from a brand's products, actions, or communication.

The practice of developing floor plans and three-dimensional displays in order to maximize sales.

The study of how individual customers, groups, or organizations select, buy, use, and dispose of goods, services, ideas, or experiences.

The structure of brands within an organizational entity.

A collection of photographs compiled to show off a model, photographer, style, stylist, or clothing line.

The ability of a consumer to recover a brand from their memory when given a product category, the needs fulfilled by the category, or a purchase or usage situation as a cue.

A type of intellectual property consisting of a recognizable sign, design, or expression identifying products or services from a particular source.

The process of dividing a broad consumer or business market into subgroups of consumers based on shared characteristics.

The value a brand adds to a product, often reflected in how well the brand is known, trusted, and esteemed by customers.

A person who is hired by an organization or company to represent a brand in a positive light.

The tendency of consumers to continuously purchase one brand's products over another.