Index
A
Aaker categorization, 147–149
ACNielsen, 174
B
Brand building
brand/line extensions
Aaker categorization, 147–149
brand architecture, 151–153
brand personality and credibility, 145
Edward Taubner’s approaches, 146–147
licensing arrangement, 144
new product introductions, 144
parent brand, 149–151
Procter & Gamble, 145–146
strategic issues, 146
umbrella branding, 145–146
brand names
connotation/implied emotion, 137–138
development criteria, 136
essence, 135
long-term value, 135
memorable names, 135–136
pharmaceutical names, 137
phonologics, 136
sound symbolism, 137
brand symbols, 138–139
innovation and ideation
big ideas, 116
brand strengths, 125
category consumers and needs, 125
common traits, 126
competitive vulnerabilities, 125–126 ...
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