129 terms from Brand and Consumer Economics, each defined in a sentence or two, with a link to the calculator that works the number out where one exists.
Customers recommending you unprompted.
Recognising you from a list. Much easier, and much cheaper to buy.
A number shown first that shapes everything judged after it.
Every brand they know of in the category.
What comes to mind alongside your name.
Whether people know you exist.
The consistent elements that make advertising recognisably yours.
Being on the shortlist when someone is choosing.
Repeating the same assets long enough for them to stick.
What makes you not interchangeable. Usually smaller than the marketing team believes.
The commercial value of being known and preferred. Shows up as lower acquisition cost over time.
Open the calculator →A tracking measure of whether all of that is improving or slipping.
The version you intend to project.
How people actually see you, as opposed to how you describe yourself.
Attention paid to you as a named entity rather than a category.
Choosing you when alternatives are available and equal.
Building memory and preference rather than chasing a click today.
The character traits people attach to you.
The place you want to occupy in someone head relative to alternatives.
Being the one they want, before price enters the conversation.
Remembering you when the need arises rather than when the logo appears.
Identifying you when you are in front of them.
Whether you fit the situation they are in.
How readily you come to mind in a buying situation. The measure that predicts share best.
Increase in searches for your name caused by advertising. The fastest usable proxy for brand effect.
The decisions about who you are for and what you stand against.
A composite read on awareness, preference and loyalty.
Belief you will deliver what you promised.
The financial worth of the brand as an asset.
Demand that arrives already knowing who you are. Cheap to convert, expensive to have created.
Queries containing your name. The most over-credited line in most accounts.
Knowing the category exists at all. The constraint in genuinely new markets.
The situation that triggers someone to start looking. The more you are linked to, the more you sell.
How fast the whole category is expanding.
Interest in the category without a brand chosen yet.
Short for customer effort score.
Ending prices in nine. Still works, and works less on premium goods.
The final options at the moment of deciding.
A query signalling money will change hands. The kind worth bidding on.
Open the calculator →How hard rivals are fighting. Drives your costs more than your own decisions do.
Setting price by what rivals charge.
The combined share of the largest players.
The brands someone is genuinely choosing between. Usually three or fewer.
What someone is trying to accomplish right now.
The underlying want driving the search.
The gap between what someone would have paid and what they did. Money you left on the table.
Adding a markup to cost. Simple, and it ignores what the customer would have paid.
Open the calculator →How your volume moves when a competitor changes price.
Short for customer satisfaction score.
How hard the customer had to work. Predicts churn better than satisfaction does.
Open the calculator →The whole of how it feels to deal with you.
People staying because moving is effort, not because they are happy.
How happy customers say they are with a specific interaction.
The same behaviour from your side of the ledger.
Short for customer experience.
What they are judging on. Often not what you optimised for.
Demand permanently lost rather than delayed.
The general responsiveness of demand to any change.
Creating want that did not exist.
Something reducing demand, from price rises to bad press.
Demand shifting between brands or products rather than disappearing.
Colours, sounds and shapes that identify you without the name. Cheap to own, expensive to change.
Prices moving with demand, time or inventory.
The brands that came to mind unprompted.
Turning a purchase into a routine. The cheapest retention there is.
Open the calculator →Buying without reconsidering the choice.
The Herfindahl-Hirschman Index, a standard measure of concentration.
Buying patterns shifting because purchasing power changed.
How demand shifts as customer incomes change.
A query looking for an answer, not a product.
Repeated choosing, whether from preference or from inertia.
How much of the market a few players hold.
Opening new segments or geographies.
Growing the size of the market rather than your slice of it.
The same at market level.
Winning more of an existing market.
The point where nearly everyone who will buy already has.
How easily you get thought of across different buying occasions.
The same, shortened.
A single-question loyalty measure. Widely used, weakly predictive on its own.
Demand for the category, where you still have to win the choice.
Category queries. Harder, more expensive, and where growth actually comes from.
Open the calculator →Short for net promoter score.
How your own volume responds to your own price.
Pricing low to win share, then raising it. Hard to reverse once customers anchor.
Different prices for different people. Effective, and reputationally dangerous.
How easily you can be bought once thought of. Distribution beats persuasion more often than marketers admit.
Deliberately setting that reference, usually with a higher option.
Competing primarily on price. The fastest way to destroy category margin.
Open the calculator →How much volume changes when price changes. Test it rather than guessing.
What people think you cost, which can differ from what you charge.
How much demand moves when price moves.
Any pricing built around perception rather than cost.
Readiness to buy.
The specific moment a purchase gets made.
What people assume about quality, frequently inferred from price.
The price they carry in their head as normal.
The share of customers who bring someone else.
A query comparing options before deciding.
Serviceable addressable market. The part of the market you can actually reach.
Serviceable obtainable market. What you could realistically win.
Share of search, shortened.
Share of voice. Your share of category advertising presence.
Buyers switching to an alternative when relative prices move.
What it costs a customer to leave, in money, effort or risk. Your best defence against churn.
Open the calculator →Total addressable market. Everyone who could theoretically buy. Usually inflated in pitch decks.
Being the first name mentioned in a category.
A query ready to act immediately.
Naming you without prompting. The hardest and most valuable form.
The moment the product gets used, which is often not when it was bought.
Short for user experience.
Whether it feels worth it. The ratio between the two above.
Pricing against the value delivered rather than the cost incurred.
Open the calculator →Recommendation spreading between people. Unmeasurable, and often the largest channel you have.