The premium value generated by a product or service with a recognizable and respected name, compared to a generic equivalent. It is built on consumer perception, experiences, and associations, leading to differential customer response and g

The complete sum of experiences that customers go through when interacting with a company and its brand. It maps a customer's process from the initial awareness stage, through consideration and purchase, to the post-purchase experience, loy

A marketing phenomenon that facilitates and encourages people to pass along a marketing message voluntarily. It relies on a high rate of peer-to-peer sharing, often through social media or email, resulting in an exponential increase in the

A performance measure used to evaluate the efficiency or profitability of an investment. In marketing, it is calculated by subtracting the cost of the marketing investment from the benefit (or return) and then dividing this net return by th

A metric that measures the percentage of customers a company retains over a given period of time. It is a critical indicator of customer loyalty, product-market fit, and the effectiveness of customer engagement strategies, as retaining exis

An unconventional and often interactive system of promotions that relies on surprise, creativity, and imagination, rather than a big budget. It is designed to create a memorable impression, generate buzz, and get consumers to talk about the

A multichannel approach to sales, marketing, and customer support that provides customers with a seamless and integrated shopping experience. Whether the customer is shopping online from a desktop or mobile device, or in a physical store, t

The expression of ideas that demonstrate you have expertise in a particular field, niche, or industry. It is a form of content marketing where companies or individuals create forward-thinking content that establishes them as authorities, bu

A pricing strategy in which a company sets a relatively high initial price for a new or innovative product. The goal is to maximize revenue from the market segments that are willing to pay a premium. As demand from these early adopters is s

A type of social media marketing that uses endorsements and product mentions from individuals who have a dedicated social following and are viewed as experts or trusted sources within their niche. It leverages the influencer's credibility a

The percentage of users or website visitors who complete a desired action (a conversion) out of the total number of visitors. A conversion can be a sale, but also an email sign-up, a content download, or a form submission.

An innovation that creates a new market and value network, eventually disrupting an existing market and value network, displacing established market-leading firms, products, and alliances. It typically starts by appealing to a niche or over