Connective Branding: Building Brand Equity in a Demanding World

INDEX

Aaker, David 140

Accenture 10

Adidas 7

advertising 3–4

Aer Lingus 288–94, 317–18, 321, 322

advertising campaign 290

challenges 291

fate intervenes 292–3

Agassi, Andre 256

Ahrendts, Angela 254

Airtours 301

Alex Wilson & Company 336

alignment 279–348

Amazon 105–6

American Eagle Outfitters 109

Anheuser-Busche 109

animals, cruelty to 7

Apple 24, 36, 139, 144–5, 146

ARAL 197–200

Arthritis Ireland 172, 192

aspirational brand 137

Astra VXR 174

attributes 132

authenticity 50–69

differentiation through 57

dimensions of 55–7

growth and 579

ownership structure and 59–60

through company life cycle 57–61

transferability and 60–1

Aveda 14, 89–90, 200–1

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 202–3

BMW Group Brand Academy 203

Body Shop 9, 14, 57, 60, 61

Bombay Sapphire 53

Bono 87

BP (British Petroleum) 54, 75–80, 197, 200

Brabeck-Letmathe, Peter 200–1

brand alignment 214–15

brand building through 123, 126, 204–9

brand architecture 36, 139–40

aligning brand vision and 298–305

brand building 148, 154–5

through alignment 123, 126, 205–9

through engagement 123, 126, 157–84

brand carriers 38–9

brand content 130–1, 214

brand creation 164

brand delivery 39

aligning processes and structures for 318–20

brand dilution 142

brand, embracing 171–2

brand equity 143, 144 ...