loyalty - the tendency to always buy a particular brand, image - the ideas and beliefs people have about a brand, awareness - how familiar people are with a brand (or its logo and slogan), launch - the introduction of a product to the market, endorsement - the use of a well-known person to advertise products, range - the set of products made by a company, life-cycle - the length of time people continue to buy a product, placement - when products are used in films or TV programmes, leader - the best-selling product or brand in a market, stretching - using an existing name on another type of product, segment - customers of a similar age, income level or social group, research - information about what consumers want or need, challenger - the second best-selling product or brand in a market, share - the percentage of sales a company has,

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