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Brand Glossary
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An offering or activity that comes quickly to the attention of an eager public, peaks in a relatively short time, then rapidly declines in popularity.

False Positioning

Claiming to overcome a challenge that doesn't exist.

Family Brand

A brand that has been extended through a family of offerings.

Fictitious Brand

Any imaginary brand, such as those appearing on plays, books, movies and/or television. (e.g., Soylent Green, "ACME," Duff beer…)


Consumer acceptance of information (such as a product comparison test), while simultaneously rejecting equally valid information.


A permanent or semi-permanent display to present an offering at retail.

Flagship Strategy

A flagship strategy is similar to Monolithic brand


Acronym: Fast Moving Consumer Good(s). These products have quick turnover, relatively low cost, and don't require much thought, time, or financial investment to purchase.

Focus Group

A qualitative research technique in which a group of about eight people is invited to a neutral venue to discuss a given subject, for example hand-held power tools. The principle is the same as an in-depth interview, except that group dynamics help to make the discussion livelier and more wide-ranging. Qualitative groups enable the researcher to probe deeper into specific areas of interest (for example, the nature of commitment to a brand). The result adds richer texture to the understanding of broader data (for example, quantitative), which may paint general trends or observations. Also known as a group discussion.


Predicting future market conditions, based on variables that may/will influence brand performance over time.

Freestanding Brand

A brand name and identity used for a single product or service in a portfolio, which is unrelated to the names and identities of other products in the company's portfolio.


What a product does for the buyer and user; the utility it offers the user; what he or she can do with it.


An individual that forecasts how the future may unfold. These hypotheses are often used in product development.