bespoke, custom-made to individual specifications, blunder, a costly or embarrassing mistake, brand awareness, the extent to which consumers recognize a brand, commitment, dedication to a course of action or relationship, exit barrier, an obstacle that makes it hard to leave an industry, fixed costs, expenses that do not change with output level, incur, to become liable for a cost or expense, launch, to introduce a new product or service, marketplace, a setting where buyers and sellers interact, no-frills, offering basic features with no extras, one-size-fits-all, a uniform solution applied regardless of differences, opt for, to choose something in preference to another, perceive, to interpret or regard something in a particular way, positioning, how a brand is differentiated in the customer's mind, rivalry, competitive tension between firms in an industry, risk exposure, the degree of potential loss from uncertainty, segment, a subgroup of consumers with shared characteristics, switching cost, the cost of changing from one product to another, terminate, to end or discontinue officially, thrive, to prosper or succeed vigorously, top-end, the highest quality or most expensive tier, workhorse, a reliable and consistently used asset or product.

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