The act of a making a brand available in a venue or chain of venues and outlets. Having a listing does not automatically mean that the product arrives on shelf or behind the bar, or that sales will happen. Once the listing is agreed, perhaps on the basis of listing fees, then brands get access to different services or possibilities which will help them ensure that their presence in these venues or outlets adds to the brand’s performance.

Example of Use: ‘Obtaining a listing means that the brand may have access to that venue’s sales venues and organization. Gaining listings means distribution is increasing and the brand’s availability developing.’

Indie Bartender Understanding: A listing is basically a brand becoming available in venue or outlet. It can be obtained because we fall in love with the brand thanks to its positioning, its quality or even just the people who are making it or because the brand pays fees for it to be on the back bar or visible. Listing is the presence of the brand for sale in our venues.

The costs associated, and which may be needed to spend, in order to gain a listing.

Example of Use: ‘The listing fees in that chain of casinos are very high but if the brand doesn’t pay them then it won’t be listed and be sold behind the bar !’

Indie Bartender Understanding: Depending on the impact that the venues have on the local market or town where it is situated, the owners may decide that the big brands may have to pay to get special services from the venue. These can be special visibility positioning, exclusivity in product categories, special status on the drinks menus and focus from the team. The listing fees will be the cost that these brands will pay to be able to get their brand(s) in and to benefit from these services.

A vision, approach or strategy of a brand which is particular to a specific market. As opposed to Global.

Example of Use: ‘A brand owner may produce a global brand plan outlining the objectives and means to globally support the brand throughout the coming year, but then the Local team will produce the Local brand plan which will target the specific customers of the brand in a specific geographical area, the country or the local market.’

Indie Bartender Understanding: Local is what it says whereas Global means worldwide or whatever in its entirety. In marketing it doesn’t necessarily the area down your local street, it means the local geographical market or country for example. The area for which the most local team work.

Consumer or customer loyalty is the measurement of how motivated consumers or customers are to continue purchasing a same brand or product over a long period because it satisfies their quality expectations and communicates an image which they can identify with.

Example of Use: ‘Consumer loyalty may be affected if the quality of the brand is changed. The brand consumers may decide to turn away from it.’

Indie Bartender Understanding: We all like consumers and guests to come back to our venues, its ‘easy’ for us since we can create direct relationships with them and notice when they return. For brands it’s a bit more difficult since they don’t know their consumers personally. Loyalty is the way they measure returning consumers