The Ultimate CPG Glossary

Brand Identity

Includes the visual elements of a brand such as the logo, design, color that helps the consumer identify the brand and sets it apart or top of mind.

Related Terms

A policy set by manufacturers dictating the lowest price at which retailers are allowed to advertise

Emerges when customers consistently favor a brand over its competitors, leading to repeat purchases and a

Refers to the degree to which a promotional marketing campaign successfully achieves its intended objectives, such