Here are few terms that I use often:

<strong>USP</strong>: Unique selling proposition; what sets a brand/product/service apart from everybody else.

<strong>ROI</strong>: Return on investment; what you aim for in your marketing expenditure.

<strong>Brand equity</strong>:  The value (in dollars and in positive associations) for a brand.

<strong>Brand personality</strong>: How a brand is perceived.

<strong>CPM: </strong>Cost per thousand

<strong>Target market: </strong>Who you are trying to reach. Defined by demographics (age, income, gender, location) and psychographics (lifestyle, personality, preferences).