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Brand Glossary
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Consumer's emotional closeness to, or distance from a brand. This is often measured by first or most frequently mentioned brand in response to awareness and association questions. .


Flooding the market to a point where availability exceeds demand.

Selective Media

Media that, unlike mass media, reach only small and identifiable groups of people, for example, members of a particular profession or industry or other groups defined by geographic, demographic or psychographic data (otherwise known as targeted media).


Regarding symbolism and how people interpret meaning from words, sounds, and pictures. Commonly used in the development of nomenclature and identity systems.

Service Brand

A product consisting predominantly of intangible values. "A service is something that you can buy and sell, but not drop on your foot" (The Economist). In this sense, a service is something that you do for somebody, or a promise that you make to them.

Service Mark (SM)

A name, a symbol or design registered for the exclusive use by a brand to distinguish a specific service provider.

Shadow Endorsement

This type of Brand Architecture is similar to an Endorsement Brand. However, the endorsement is never overtly stated. (e.g., Disney's relationship to Touchstone Pictures)

Share of Mind

There are many definitions of share of mind. At its most precise, share of mind measures how often consumers think about a particular brand as a percentage of all the times they think about all the brands in its category. More loosely, share of mind can be defined simply as positive perceptions of the brand obtained by market research. Whereas market share measures the width of a company's market position, share of mind can be said to measure its depth.

Share of Voice

The media spending of a particular brand when compared to others in its category.

Shelf Talker

A sign or tag used at retail to focus consumer attention on a promoted product or offering.


This is the place where the definition goes.

Simultaneous Acceptance

Consumer acceptance of multiple brands in a given market, each for a different reason. (e.g., Puma for style, New Balance for function)

Situation Placement

This differs from product placement in that the brand is the center of the story rather than being interjected into an existing vehicle, such as a movie, or television program.


Written in sentence structure, slogans are a component of brand awareness. Unlike taglines, slogans change with each brand awareness campaign.

Small Brand Advantage

The phenomenon in which the competitive advantage in regards to brand shifts from large companies with large budgets to favoring smaller, more agile companies who can more easily synchronize their entire organization to create brand harmony.

Social Risk

Concern or doubt in the buyer's mind that the purchase of a given brand will not be approved of by others.


A recognizable audio theme that provides a unifying idea upon which nonverbal sounds can be composed. This mnemonic device serves as a brand signal or audio trademark. (e.g., Nokia's classic ring tone is one of the most well known in the world—74 percent of Europeans and 46 percent of Americans recognize and associate the tone with Nokia.)

Spontaneous Awareness

Consumer familiarity and/or recognition of a brand when asked to name brands in a given category.

Stand-Alone Brand

In this type of Brand Architecture each brand stands independently from its parent company with no visible link between the brand and its parent company. This focuses relevance while mitigating risk. (e.g., Tide, Pampers and Duracell are all Proctor & Gamble brands.)


Sub-category of convenience goods consisting of frequently purchased essential items.

Strategic Change

Strengthening a brand's competitive position through creation, improvement, reduction and/or elimination of the elements that affect the brand experience.

Strategic Intent

Strategic intent refers to goals and objectives rather than the exact plan of action to achieve those goals and objectives. This method allows implementers to adapt tactics to account for changing market dynamics.

Strategic Planning

Determining the company's objectives, course of action and the allocation of the necessary resources to achieve them.


The "big picture" plan of action by which a brand hopes to achieve a predefined, clearly stated goal.


A product or service brand that had its own name and visual identity to differentiate it from the parent brand.


Any cultural lifestyles, brands and/or activities that are lesser known, unknown or generally unaccepted within a population and thought to be outside the norm.


Any offering that can equally fulfill the function(s) of another.


A consumer's change of preference from one brand to another.