Co-branding: The use of different brand names to support a new product or service.

Consumer Product: Products (consumer goods) or services (consumer services) acquired for private use or for other uses in a household.

Core Competencies: The internal skills which a company uses to make itself competitive.

Corporate Identity: The image which a company uses to present itself to the market.

Country of Origin: Where a product is made.

Customer Characteristics: The characteristics and circumstances which make consumers want to buy or use a product or service.

Customer Service: How a company deals with its consumers both before and after the purchase or use of a service.