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AOHT HM -Unit 2(6-8)
Question | Answer |
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brand | The name, sign, symbol, design, or any combination of these that is used to identify a product and establish a separate and unique identity from the competition. |
brand loyalty program | Also called frequency marketing, relationship marketing, or loyalty marketing, the program rewards customers for continuing to support a specific brand. |
brand mark | The symbol, logo, or design used to identify the brand. |
cobranding | When two different brands share a location, concept, or partnership. |
dilute | To weaken or lessen in strength. |
family branding | When a brand name is used on several products; in the hospitality industry, family-branded products are usually targeting different market segments. |
compile | To collect materials from various sources and combine them into one document, book, or collection. |
distribution channels | Path or “pipeline” through which goods, services, and payments flow. |
marketing strategy | A planned approach to meeting marketing goals. |
strategy | A plan of action designed to achieve a major goal. |
tactic | A discrete activity used to help execute a strategy. |