February 2013
Intermediate to advanced
254 pages
4h 48m
English
Content preview from Grow the Core: How to Focus on your Core Business for Brand SuccessBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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Index
Absolut vodka
acquisitions
Actimel
action
activation
activation insight
amplification
Castle Lite
distinctive brand property
‘passion points’
Activia
added value
brand identity
premiumisation
social media
Virgin
advertising
‘baking in’ the brand without
Castle Lite
Dove
‘fresh consistency’
Hovis
Lucozade
Nespresso
Nike
problems with
Sainsbury's
TV
Walkers
see also communication
Allchurch, Tom
amplification
Apple
brand activation
brand truths
communication
consistency
technology
visual equities
anchor versions
Andrex
Apple
Asda
attention, grabbing
Axe
Bacardi
Bain & Company
bankruptcy
Bausch & Lomb
‘beer mat business plan’
Ben & Jerry's
Bertolli
Best Buy
Bic
Bigham, Charlie
BlackBerry
Blockbuster
Boguski, Alex
Bond, James
‘bottling the magic’
boutiques
brain processing
brand and business review
brand archaeology
brand assets
brand awareness
brand ego tripping
brand equity
measures of
stretching the brand
tracking studies
Virgin
brand extensions
cannibalisation
‘dwarf’
failures
licensing
Nespresso
new toy syndrome
pack extension
premiumisation
product extension
range architecture
stealing thunder
upgrading as alternative to
Virgin
see also stretching the brand
brand identity
adding value
amplifying brand properties
creating your
design disasters
focus groups
Nespresso
packvertising
range architecture
re-positioning
updating your
visual equities audit
Waitrose Essentials
brand properties
activation
brand identity
competition
distinctiveness ...