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| HARMONIZATION: |
| the alignment of the elements of a brand across product lines or geographic regions. |
| HAWTHORNE EFFECT: |
| the tendency for research subjects to behave uncharacteristically. |
| HOLLYWOOD MODEL: |
| a system of creative collaboration in which specialists work as a team for the duration of a project. |
| HOUSE OF BRANDS: |
| a company in which the dominant brand names are those of the products and services the company sells, also called a "heterogeneous brand" or a "pluralistic" brand. (ex. P&G, J&J, Colgate) |
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