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Connective Branding: Building Brand Equity in a Demanding World by Christine Vallaster, Claudia Fisher

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INDEX

Aaker, David 140

Accenture 10

Adidas 7

advertising 34

Aer Lingus 28894, 31718, 321, 322

advertising campaign 290

challenges 291

fate intervenes 2923

Agassi, Andre 256

Ahrendts, Angela 254

Airtours 301

Alex Wilson & Company 336

alignment 279348

Amazon 1056

American Eagle Outfitters 109

Anheuser-Busche 109

animals, cruelty to 7

Apple 24, 36, 139, 1445, 146

ARAL 197200

Arthritis Ireland 172, 192

aspirational brand 137

Astra VXR 174

attributes 132

authenticity 5069

differentiation through 57

dimensions of 557

growth and 579

ownership structure and 5960

through company life cycle 5761

transferability and 601

Aveda 14, 8990, 2001

Axe (Unilever) 28, 36, 107, 141

Baileys Original Irish cream 52

Bakan, Joel: Corporation, The 7

Barbie dolls 10, 12

Barnardo's 330

Bayer 7

Beastie Boys 103

Beiersdorf 36, 193

Ben & Jerry's 9, 14, 57, 60, 61, 62

Benetton 188

Blogbang 108

blogs 25, 96, 99, 100, 105, 185

BMW 2023

BMW Group Brand Academy 203

Body Shop 9, 14, 57, 60, 61

Bombay Sapphire 53

Bono 87

BP (British Petroleum) 54, 7580, 197, 200

Brabeck-Letmathe, Peter 2001

brand alignment 21415

brand building through 123, 126, 2049

brand architecture 36, 13940

aligning brand vision and 298305

brand building 148, 1545

through alignment 123, 126, 2059

through engagement 123, 126, 15784

brand carriers 389

brand content 1301, 214

brand creation 164

brand delivery 39

aligning processes and structures for 31820

brand dilution 142

brand, embracing 1712

brand equity 143, 144 ...

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