Decision Tree
The customer evaluates their wants and needs in a rational/emotional timeline leading up to brand purchase.
Demographics
Description of outward traits that define a group of people. Age, sex, nationality, marital status, education, occupation or income are often-seen categories. Decisions regarding market segmentation are often made after an analysis of demographic data.
Descriptor
Term used with a brand name to describe the category in which the brand is competing, such as "fluoride toothpaste" or "online bank".
Design
In brand-building, where the aim is to create a positive brand experience: the planning and/or shaping of services, products, communications, systems, and environments.
Differention
Creation or demonstration of unique characteristics in a company's products or brands compared to those of its competitors.
Digital Marketing
Promotion of brands using the internet and/or mobile and other interactive channels.
Disruptive innovation
A new service, product, or business that redefines a market; also called discontinuous innovation.