Definition: The many definitions for Brand Equity cover similar ground. At its simplest, Brand Equity is a measure of a brand's current health, strength or ability to generate sales, or usage, among its target audience. A more complex and financially-based definition of Brand Equity, is the "net present value of the profit stream management expects the brand to generate through time."
Definition: Loyalty is faithfulness and a devotion to a person, country, group, organization, or cause and is the recognition of the specialness of a relationship which results in differential and more favourable treatment towards this relationship, the creation of a bond as the result of this relationship, and the defence and reinforcement of this relationship.
Definition: NPS originally stood for Net Promoter Score, but now means Net Promoter System. Net Promoter Scores are calculated using the answer to a single question, using a 0-10 scale: "How likely is it that you would recommend [brand] to a friend or colleague?" This is known the Net Promoter Score question or the recommend question.
Definition: Purchase intent is one of the most long-standing and widely used measures in marketing research. Its use spans different types of research (new product testing, product testing, package testing, copy testing, ad touchpoint effectiveness, innovation and brand positioning, and loyalty).
Definition: Text Analytics (or "text mining") uses a variety of computer and natural language processing techniques to extract usable knowledge from unstructured text data, through the identification of core concepts, opinions and trends, to drive better business decisions across the enterprise. It can be applied to any text source and is highly scalable. In fact, the more data available for analytics, the better its return on investment.
Definition: Share-of-wallet (SOW) is the percentage of a customer's spend ("share") made in one provider's offerings as a total of spend in all provider's offerings in the cateogry ("of wallet").