Index

A

Aaker, David

Abercrombie & Fitch

Absolut Vodka

Accenture

Acer

Advanced Branding Masterclass

advertising

branding by imagery and
branding vs.
brand meaning in, lack of
brands vs. advertisements
broadcasting and
magazine advertising
old vs. new approaches

Aeron chair

agricultural economies

Ahrendts, Angela

Allsteel

Amazon.com

American Apparel

American Express

American Girl

anti-brand movement

Apple

brand architecture
brand category strategies
branding by customer experience
brand meaning
brand worth
emotional values and brand meaning
fitting in and being cool
products vs. brands

Apple iMac

Apple iPad and iPhone

arbitrary names

assessments, brand

Aston Martin

AT&T

Audi RS

audits, brand

authenticity, in branding

Aveda

Azeved, Flavio

B

Bang & Olufsen (B&O)

Barnes & Noble

baseline data collection

Batman

Baudrillard, Jean

Bayer/Bayer DTC

B-boys

Bedbury, Scott

Benetton

Bernbach, Bill

BlackBerry

Blahnik, Manolo

Blanchard, Robert

BMW

brand architecture
branding by imagery
brand meaning
emotional values and brand meaning

Body Shop

Bose

Bottega Pink Gold

Bounty paper towels

Bourdieu, Pierre

Brabeck, Peter

brand and category audits

brand architecture

advantages of developing
branded house vs. house of brands
categories and
defined
positioning and
Sony case study
understanding

brand assessments

brand audits

brand building, defined

brand categories

brand architecture
brand audits for
market leaders vs. loyalty leaders
relevancy, importance of
transforming

brand choices decision map

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