Index

Page numbers followed by f indicate figures; those followed by t indicate tables.

Abercrombie & Fitch, 83

A/B testing, 150–151

Adidas, 107

Advertising, 44, 135

Advil, 116, 116f, 117

Amazon, 69, 79, 92, 103, 141–142

Amazon Prime, 92, 148

A.M. Best, 16, 18–19f

Android (Google), 89

Apple, 81, 104

Apple iPhone, 115

Apple iPhone iOS, 89

Apple iPod, 77

Apple iTunes, 77

Awareness, attitude, and usage (AA&U) study, 100

Baby Boomers, 137

BackRub, 96

Banana Republic, 83

Bandwagon effect, 80

Bing, 149

BMW, 146

Brand

building and positioning, 111–129

definition of, 112

marketing analytics, 146–153

marketing mix, developing, 130–145

Branded content, 140

Brazil, Russia, India, China and South Africa (BRICS), 6, 7t

Building and positioning a brand,

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