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loyalty
image
awareness
name
stretching
the ideas and beliefs people have about a brand
how familiar people are with a brand (or its logo and slogan)
the title given to a product by the company that makes it
the tendency to always buy a particular brand
using an existing name on another type of product
endorsement
placement
lifecycle
range
launch
when products are used in films or TV programmes
the length of time people continue to buy a product
the set of products made by a company
the use of a well-known person to advertise products
the introduction of a product to the market
leader
challenger
share
research
segment
the percentage of sales a company has
customers of a similar age, income level or social group
the second best-selling product or brand in a market
the best-selling product or brand in a market
information about what consumers want or need