Glossary /
Advertising Allowance

Advertising Allowance

Also referred to as marketing co-op allowance or promotional allowance, it is the dollar amount that a brand manufacturer pays a retailer to run brand ads in stores and online.

Related Terms

Brand positioning

Refers to the unique offering or key differentiations of the brand’s products for its customers.

Prestige Pricing

A pricing strategy where products are priced at a premium to signal superior quality and status,

Brand Assessment

Evaluates a brand’s strengths, weaknessess and opportunities for brand development and repositioning.