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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Market Leader

A brand that has achieved a dominant position in the market with regards to sales volume, penetration, quality or value offered with its products and services. This is a dynamic concept and market leader is not a function of brand loyalty. It may simply be because of higher penetration or better sales promotion.

Market Research

Systematic collection of data from a given market, followed by its analysis and reporting that helps in planning and strategising.

Market-Penetration Pricing

A Pricing Strategy where the products and services are priced considerably lower compared to given competition to gain higher sales volume and “penetrate” the market.

Market-Skimming Pricing

A Pricing Strategy where the products and services are priced considerably higher compared to given competition to maximize profits immediately following launch. The prices are lowered with time.

Market Share

Percentage of sales in a given period for a given market and category, mostly put against competition. This is shown in volume (number of units sold) or value (worth of units sold).


A person or animal (real or fictional) or even a thing that is used as a symbol to represent a brand.

Master Brand

This is the parent brand in Brand Architecture in relationship with sub brands. The relationship of Master Brand with each of its sub brands are determined in ratios. Also called as Mother Brand.