A reference which is already present in the market of the brand or similar in approach or offer to the one which the brand offers. But a benchmark may also be something of an equivalent price or serve a similar purpose but is a different product, for example a Calvados could be the benchmark of a brand of Cognac.

Example of use: ‘The benchmark of a new pink gin to the market may be the leading pink gin in that market, ie one from Sevilla’

Indie Bartender Understanding: The typical comparison between brands that marketeers make which may have nothing to do with reality ! A benchmark of your bar could be any of the following, any other bar that serves cocktails, any other premium cocktail bar, or even a pub where people go for a pint ! It’s all in the perception that the marketeers think that the consumers have…

Literally Below-the-Line – The line is the theoretical median below which marketing activites are designed to have a direct effect on immediate business and sales.

Example of Use: ‘Our BTL strategy focuses on price-off activities in supermarkets at Christmas to ensure a sales boost during this important part of the year.’ -

Indie Bartender understanding: There’s this fictitious line in marketing below which anything brands do is supposed to drive short term brand business, sales and invoicing, growth. No-one’s ever seen the line but marketeers and brands can talk about it all day !

The most valuable asset of any company. A brand is an entity which ‘lives’ according to the four Ps of marketing – Place, Product, Promotion and People. Brands communicate benefits, both tangible (product) and emotional (image), in their quest to sell to (place) and seduce consumers (people).

Example of Use: ‘The name of a Brand is what should stick in consumers’ minds. A brand is like a living being, it begins its life, it lives, it evolves, it grows, declines and can die … ‘

Indie Bartender understanding: We all want to be a brand ! Brands make money, and the more they reach their target the more profitable they become…

In essence everyone who works for a brand should be considered an ambassador of that brand and should be treated as such. Generally speaking, though, a brand ambassador is a paid advocate and expert of the brand capable of living and breathing that brand wherever they go and whenever.

Example of Use: ‘The Brand ambassador of Brand XX regular comes to our bar to train our new staff about the production of the brand and how we can use it. ‘

Indie Bartender Understanding: This is one of the industry’s favourite tools. The job of a BA is very glamourous, travel, meeting people, trainings, drinking, working networks … everything we as batenders love doing ! But it comes with its obligations from the brand … effect and results are expected!

You can build a brand by selling more or by selling better. The goal of building the brand into a stronger and stronger entity is any company’s goal since the brand is their most valuable asset. As we all appreciate you build something upwards, generally brand building is achieved by, for example, through improved packaging, developing greater desirability, innovation into new product variants, distribution in more premium venues or outlets … brand building is creating value and additional value creates means to invest more in brand building.

Example of Use: ‘Instead of focusing on just developing distribution and on selling more product this year, we have a plan of more brand building activities in place which should help us reach our target.’ -

Indie Bartender Understanding: Brand building is the term used for the strategy of strengthening any brand through brand building activities. These contribute to making the marketing mix stronger and the brand’s assets more desirable for the targeted consumers.

The owner of the brand, ie. the shareholding company, or physical person or whoever is registered as owning it. As opposed to distribution companies, re-sellers, representatives or agents, the brand owner actually owns the registered brand name and is generally the person or organization which finances its development.

Example of Use: ‘We consider the brand owner to be those who finance and manage the A&P Budget.’ -

Indie Bartender Understanding: Many of the brands we love, use and work with in our industry are owned by big multi-national companies whose names have nothing to do with the name of the brand. Others are owned by smaller independent companies or even individuals. Whatever their size, name, origin or type of organization, the entity which owns the brand registration is the brand owner.