A highly quality brand, more expensive than its competitors - e.g. Chanel, Gucci, etc

A brand that is cheaper than its competitorsm - e.g. Rejoice, Clear, Vinamilk, etc

A brand that is made exclusively for the retailer that sells it,known as an own-label brand or a private label brand - e.g. Heinz, Maggi, etc.

The best-selling brand in a particular merket - e.g. Iphone, Coca-Cola, Ikea, etc.

A product that doesn't have a brand associated with it, known as a generic brand - e.g. this usually happen with handmade products

The brand for which a business is best known, and which represents its image most appropriately, e.g. Air Jordan of Nike, iMac of Apple

Two brands working together to create a new product - e.g. Vinamilk x Marvel, Bitis x Marvel, etc.

using the power of a brand name or part of a brand identity (colour, similar name, typeface, etc.) to build or launch another brand

protecting the value of the brand name

increasing the number of consumers who prefer the brand over

making sure your consumers want to buy your brand again and again (also known as increasing brand retention)

increasing the number of consumers who know about your brand

increasing the number of consumers who consider buying your brand

The values the brand has today and the values it will need in the future

The human characteristics associated with the brand

How to take action on the brand vision

Brand values are the code by which the brand lives and operates.

The language the brand uses to convey its values (serious, humorous, etc.)

All aspects of the brand

what the brand does and how it acts in all advertising media

shows how the brand will meet its objectives

the exposure and interaction a consumer has with the brand

Brand behavior

Brand experience

across all possible touchpoints

A situation in which the market leader can determine the price that its competitors can charge

A market dominated by a few large suppliers, and which it is hard for new companies to break into

A market in which one single producer can fix an artificially high price

A smaller company in an industry, more or less content with its existing market share

In many markets there is a firm with a much larger market share than its competitors

A company that is number two in an industry, but which would like to become number one – think of Pepsi vs. Coke, Reebok vs. Nike, Avis vs. Hertz

Small, specialised companies, which target segments within segments

A group of companies which chose to collaborate by sharing out markets, co-ordinating their prices, and so on

A market in which it is normal to have only one supplier – e.g. utilities such as water and sewage, gas, electricity