Marketing

Marketing

Activities that direct the flow of goods and services from producers to consumers, involving advertising and other promotional techniques.

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Marketing > Advertising

Co-Branding

Marketing; Advertising

The use of two or more brand names in support of a new product, service or venture.

Differentiation

Marketing; Advertising

Creation or demonstration of unique characteristics in a company’s products or brands compared to those of its competitors.

Endorsed Brand

Marketing; Advertising

Generally a product or service brand name that is supported by a masterbrand – either dominantly e.g. Tesco Metro or lightly e.g. Nestle Kit-Kat.

Intangibles

Marketing; Advertising

Incapable of being touched. Intangible assets include: trademarks, copyrights, patents, design rights, proprietary expertise, databases, etc. Intangible brand attributes include: ...

Market Leader

Marketing; Advertising

A company that has achieved a dominant position—either in scale or influence—within its field. This leading position often comes about because the company was the first to market ...

Market Share

Marketing; Advertising

A company’s share of total sales of a given category of product on a given market. Can be expressed either in terms of volume (how many units sold) or value (the worth of units ...

Masterbrand

Marketing; Advertising

A brand that dominates all products or services in a range or across a business. Sometimes used with sub-brands, sometimes used with alpha or numeric signifiers. Mercedes-Benz and ...