Packaging Design: The design of the pack and graphics for a brand.

Parent Brand: A brand used as an endorsement to one or more sub-brands within a range.

Passing Off: A legal action to protect the "reputation" of a particular trademark/brand. The action is only available in those countries that recognize unregistered trademark rights (for example the UK and US). In some countries, it is called an "unfair competition action."

Perceptual Mapping: A way of illustrating graphically how customers see a brand in relation to other similar brands. Often the graph shows price against quality.

Positioning Statement: A written description of the place that a company would like itself, its product or its brand to occupy in the thinking of a defined target audience

Power Branding: A strategy in which every product in a company's range has its own separate brand name. This strategy is used mainly by manufacturers of consumer goods. Lever's and Procter & Gamble's detergents are good examples of power brands.

Product Brand: A brand which is synonymous with a particular product, for example, Malboro Lights.