Glossary

The language of brand growth.

The terms we use in our work, defined plainly — what each one means, why it matters, and how it connects to the rest.

12 terms

A

Attention

Attention is the share of an advertisement that is actually looked at — a measure that separates real exposure from technical delivery.

Aufmerksamkeit, Attention Economy, Active Attention

B

Brand Equity

Brand Equity is the commercial value that arises because a product carries a particular brand rather than none.

Markenwert, Brand Value

Brand Tracking

Brand Tracking is the continuous measurement of how a brand is perceived — designed to inform decisions rather than to fill reports.

Markentracking, Brand Health Tracking

C

Category Entry Points

Category Entry Points are the situations, needs and motives that send someone into a category — the cues from which buyers retrieve brands.

CEPs, Kaufanlässe

D

Distinctive Brand Assets

Distinctive Brand Assets are the non-verbal elements — colours, shapes, characters, sounds — that let people identify a brand without seeing its name.

Distinctive Assets, Markenelemente, Brand Codes

Double Jeopardy

Double Jeopardy is the empirical law that smaller brands suffer twice: they have fewer buyers, and those buyers are slightly less loyal.

Double-Jeopardy-Gesetz

E

Excess Share of Voice

Excess Share of Voice is the gap between a brand's share of advertising and its share of market — a reliable predictor of future growth.

ESOV, Share of Voice, SOV, Werbedruckanteil

M

Meaningfully Different

Meaningfully Different is Kantar's framework for brand strength: brands that meet needs, stand apart and come to mind easily command more volume and higher prices.

Meaningful Different Salient, MDS

Mental Availability

Mental Availability is the probability that a brand comes to mind in a buying situation — how easily and how often it is noticed, recognised and thought of.

Mentale Verfügbarkeit, Brand Salience

P

Penetration

Penetration is the share of category buyers who bought a brand at least once in a given period — the main driver of brand growth.

Marktdurchdringung, Käuferreichweite

Physical Availability

Physical Availability is how easy a brand is to find and to buy — across places, times and occasions.

Physische Verfügbarkeit

S

System 1 and System 2

System 1 and System 2 describe two modes of thinking: one fast, automatic and emotional, the other slow, deliberate and effortful.

Zwei Denksysteme, Dual Process Theory