Tangibles: "Tangible" - that can be touched. (1) Tangible assets - manufacturing plant, bricks and mortar, cash, investments, etc. (2) Tangible brand attributes - the product and its packaging. (3) Tangible brand values - useful qualities of the brand known to exist through experience and knowledge.

Target Market: The part of a market at which a product is aimed.

Top-of-Mind: The brand which the consumer thinks about the most. Top-of-mind is the highest degree of share of mind. To have this position, a company normally needs to have a large share of voice in its category.

Trademark: "Any sign capable of being represented graphically which is capable of distinguishing goods or services of one undertaking from those of another undertaking" (UK Legal defintion).

Trademark Infringement: When another company tries to use the name of a product which is the same as or very similar to the name of an existing product.

Trendsetter: Someone or thing that does something new and creates a new fashion.