The MBA
Lexicon

The commercial value derived from consumer perception of a brand beyond the functional product.

Measures taken to ensure a brand's advertising does not appear alongside harmful or inappropriate content.

Private sharing of content through channels that cannot be tracked by analytics tools.

The percentage of total category conversation or advertising exposure owned by a brand.

The practice of monitoring digital channels for mentions, sentiment, and conversations relevant to a brand or category.

The psychological phenomenon where people mirror the actions or endorsements of others.

Data that customers intentionally and proactively share with a brand in exchange for value.