Here are some commonly used terms in Brand Management −
| Term | Description |
| B2C E-Commerce | It is the online selling of goods and services to the final consumers. |
| Brand Association | It is the degree to which a specific product/service is recognized within its product or service category. For example, a person asking for Xerox wants to actually make true copies of a paper document. |
| Brand Awareness | It is the extent to which the consumer knows and can recall the brand. |
| Brand Cannibalism | When two brands in the same product line, offered by a company target the same market segment, and compete with each other by eating away the market share. |
| Brand Equity | It is the positive differential effect on the consumer about the branded product or service after knowing the brand. It is the potential of the brand to impact the business. |
| Brand Extension | It means using a successfully established brand name for one segment to enter another segment in the same brand market. |
| Brand Extension | It is using a successful brand name to launch a new or modified product under a new category. |
| Brand Image | It is the perception a consumer develops for a brand as reflected by the brand associations and holds in memory. |
| Brand Image or Brand Description | It is the association or belief the customer has towards a brand. It is not quantifiable. |
| Brand Personality | Brand is seen as if how it was if it were a human being. |
| Brand Proliferation | When one company introduces new brands in the same product lines with the aim to cover every market segment for that product line. |
| Brand Promise | It is the functional and emotional benefits that customer receives when he experiences products or services of a brand. |
| Brand Rejuvenation or Revitalizing | When marketers recognize the declining status of a brand and extend the life of brand by adding new product features, packaging, or presentation, it is called Brand Rejuvenation. |
| Brand Strength or Brand Loyalty | It is the measure of a customer’s attachment towards the brand. It is quantifiable. |
| Brand Stretching | It means using a successful brand name to explore a different market. |
| Brand Recall | It is the ability of the consumer to generate and retrieve the brand in their memory. |
| Brand Value | It is the total value of a brand as a separable asset when it is sold, or included in a balance sheet. It is quantifiable and considered as an accounting issue. |
| Chain Store | Multiple outlets that are owned and controlled in common, have same central buying and merchandising, and sell similar merchandise. |
| Co-branding | Alliance of multiple brands to launch a product or service in the market. |
| Commodity | It is a raw material or a primary agricultural product that can be bought or sold. |
| Consumer Brand Equity | Brand Strength + Brand Image. |
| Differentiation | The ability of a brand to stand apart from its competitors. |
| E-Business | The business running on the electronic platform such as Internet |
| E-Commerce | Buying and selling processes enabled by electronic means such as Internet. |
| Exchange | The act of obtaining something desired by offering something. |
| Export | It is entering a foreign market by selling the goods (maybe with a little modification) that are manufactured in the home country of a business. |
| Family Brand | It is when a parent brand is associated with multiple brands with brand extension. |
| Fashion | A contemporary style accepted in the given field. |
| Global Branding | Exposing brand into foreign markets. |
| Lifestyle | A person’s pattern of living as expressed in its activities, interests and preferences. |
| Market Segmentation | It is a marketing strategy of dividing a broad target market into groups of consumers, businesses or countries having common needs, interests, and priorities, and then designing and implementing strategies to target them. |
| Market Share | It is the percentage of market’s total sales earned by a particular company over a specified time period. |
| Marketing Mix | It is the selection of different Ps (Product/Service, Price, Place, and Promotion) an organization uses to bring the product or service to the market. |
| Multi-Brand Portfolio | It is the coherent collection of brands, sub-brands, and co-brands included in the overall offering of the company, where each brand has a defined place and role. |
| Parent Brand | The one under which a company launches a new product. |
| Sub-Brand | The one which is associated with the already established brand. |
