Glossary

## A

Above the Line (ATL)

Anchor Product

Assortment

Average Order Value (AOV)

## B

Brand Assets

Brand Consistency

Brand Guidelines

Brand Positioning

Brand Recognition

Brand Story

Brand Tone

Brand Trust

Brand Voice

Bill of Materials (BOM)

Business Model

Business Planning

## C

Case Pack

Co-Manufacturer (Co-Man)

Co-Packer (Co-Pack)

Color Palette

Conversion Rate

COGS (Cost of Goods Sold)

CPG (Consumer Packaged Goods)

Customer Journey

## D

Dieline

Distributor

## E

Ecommerce

Endcap

## F

Facings

FMCG (Fast-Moving Consumer Goods)

Fulfillment

## G

## H

## I

Iconography

Illustration Style

Imagery Style

Inventory Management

## J

## K

## L

Logo

## M

Market Research

Mission

## N

## O

## P

Photography Direction

Print-on-Demand (POD)

Private Labeling

Product Development

## Q

## R

Roadmap

## S

Scaling 

Slogan

## T

Tagline

Typography

## U

User Experience (UX)

## V

Values

Verbal Identity

Visual Identity

## W

## X

## Y

## Z