BRAND IDENTITY ≠ LOGO

CUSTOMER RETENTION ≠ CUSTOMER LOYALTY

POSITIONING ≠ PROPOSITION

It's important to use the right words. It may be imperceptible, but it does matter to us. We've simplified everything-branding. Below, in our Branding Glossary, you will find our explanation of branding terms that are free of jargon and full of ingenuity.

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Feature

An offering, part of a product or service that is intended to give benefit(s).

Focus Group

A Qualitative Research technique in which respondents are asked questions or probed for their comments on a given subject. It is generally a small group of 4-8 people. This technique can be very useful if the respondents are not pre-stimulated with the areas of enquiry.

FMCG

FMCG is an acronym used for Fast Moving Consumer Goods. It refers to the goods like toiletries, food etc that are frequently purchased by consumers.

Functional Benefit

Benefits communicated by a brand that serves the rational needs of buying that product.