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| BRANDING DICTIONARY OF TERMS |
| HALO BRAND: |
A brand that lends value to another brand by association, such as a well-known master brand and lesser-known subbrands. (Examples: Wrigley's (master brand) and BigRed, Doublemint, JuicyFruit, Spearmint, etc. (subbrands).
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| HARDBALL BRAINSTORMING: |
An advanced style of brainstorming in which participants are allowed to critique
ideas as they arise.
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| HARMONIZATION: |
In branding, the alignment of key elements across product lines or geographic regions.
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| HASHTAG: (#) |
In a Twitter message, a word or phrase preceded by the # symbol to make it easily searchable along with other Twitter messages using the same word or phrase.
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| HAWTHORNE EFFECT: |
A psychological phenomenon in which the presence of the observer changes what
is being observed, sometimes skewing the results of market research.
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| HCCB: |
High Capacity Color Barcode, or Microsoft Tag, designed to contain up to 3,500 characters per square inch.
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| HERD BEHAVIOR: |
A tendency to follow the crowd in situations that are complex, unclear, or dangerous.
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| HOLLYWOOD MODEL: |
A system of creative collaboration in which specialists work as part of a metateam
to create a harmonious or aligned whole.
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| HOMOPHILY: |
In social networks, the tendency of people to associate with those most like themselves.
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| HOUSE OF BRANDS: |
A company for which the products or services rather than the company itself have the dominant brand names; also called a heterogeneous brand or pluralistic brand. (Examples: Chevrolet, Colgate, J&J, Facebook, Toyota & Wrigley's)
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| HTML: |
Hypertext Markup Language, the standard language for displaying information on
a browser.
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| HUB: |
In a social network, a person with a large number of connections.
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| HYPERLINK: |
In computer programming, a coded connection between one piece of information and another to create hypertext.
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| HYPERTEXT: |
In computing, a document or text box containing hyperlinks.
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