Note: ‘f ’ after page number refers to figure and ‘t ’ after page number refers to table.
Allegiant Air, 87, 88
Alnwick Studio, 77
Amazon, 131
American Airlines, 88
The American Marketing Association, 14
Apple, 25
Bain and Company, 32
Bennis, Warren, 99
Brand activation
definition, 91
strategies for, 92–93
Brand association, 34–36
basis for, 36
Brand authenticity
and customers, 27
definition, 27
key components in, 27–28
role of information in, 93–95, 121
Brand backstory
creation of, 30
importance of, 29
meaning, 29
Brand designing, 18
Brand elements, 34f, 35t
criteria for, 34–37, 35t
Brand equity. See also Brand trust
definition, 36
as customer perspective, 36–37, 131–132
Brand naming
name characteristics, 24–25
name types, 22–23
Brand ...
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