Index

Absolut, 67

ACT, 74–75

advertising

in brand building, 68–70

consumer decision journey and, 15–28

media spend in, 18–19

off-line channels, 21–22

push versus pull, 89

Aegon USA, 192

Akzo Nobel, 127

aligned relationship, 182, 183–188

all benefits value propositions, 115–119

aluminum industry, 31

Amazon.com, 22, 24, 167

American Consumer Satisfaction Index, 157

American Express, 4–5, 80, 83, 86

American Petroleum Institute Quarterly (journal), 52

Anderson, James C., 113–131

AOL, 164–165

apparel industry, 104–106

Apple, 25, 71, 142

archetypal community scripts, 147–149

Arm & Hammer baking soda, 65–66

Arnould, Eric, 143

authority, brands of, 145–146

automobile industry

brand portfolios in, 87–88

creative destruction and, 48–49

growth of, 36

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