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