Generation X is 18-29-year-old post-baby-boomers.
Generalizability is the extent to which inferences can be drawn about the population of interest-based on the results of some research.
Galvanic Skin Response Meter is a device that measures changes in the electrical resistance of the skin (due to perspiration).
Brand Value Proposition: The functional, emotional, and self-expressive benefits delivered by the brand that provides value to the customer: provides the rationale for making one brand choice over another.
Brand Value: The monetary premium that results from having customers who are committed to your brand and willing to pay extra for it. The financial value calculated or determined to be attributable to the brand, apart from other tangible assets.
Brand Strategy: The ‘big picture’ plans and tactics deployed by an organization/brand owner to create brand equity.
Brand Slogan/Tagline: A easily recognizable and memorable phase that often accompanies a brand name. An aid to recall and reinforcement. Eg: Nike: “Just do it”
Brand Relevance: The alignment of a brand – its attributes, identity, and personality with the primary needs/wants of its target audience.
Brand Power: A measure of the ability of the brand to dominate its product category.
Brand Positioning Statement: A statement that describes the “place” that a brand should occupy in the minds of target customers. Focuses on the equities that meaningfully set a brand apart from the competition. Typically constructed in the following format: “To (target market), Brand X is the brand of (frame of reference) that (point of difference).” […]