Selective Media: Advertising media which targets small groups of consumers, e.g. a photographic magazine, or a professional magazine.. (otherwise known as targeted media).

Service Brand: A product that is mainly intangible. "A service is something that you can buy and sell, but not drop on your foot" (The Economist).

Share of Mind: How often and for how long consumers think about a brand. Can be used to estimate how well established a brand is.

Share of Voice: How much a company spends to advertise its brand in relation to other companies, with the same product.

Sub-brand: A product or service brand that has its own name and visual identity to differentiate it from the parent brand, e.g. Nescafe Red Cup.