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
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
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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