Simply Better

Index

209

adhocracies versus hierarchies, 158

advertising

achieving distinctiveness,

122–123

brands versus brand advertise-

ments, 125–127

creativity and, 187–190

differentiation challenge, 30–32,

116–118

disciplined creativity, 127–129,

142–143

key aspects of success, 138, 139

maintaining perspective,

140–142

marketing communication’s role,

120–123

reading and literacy campaign,

137–138

Alliance & Leicester, 29–33

American Customer Satisfaction

Index (ACSI), 9–11

Asahi Breweries, 185

Berkeley Homes, 72, 168–169

brand

brand awareness linked to brand

preference, 51–52

brand equity, 50, 56–57

consideration set and brand selec-

tion, 33, 42–43, 48–50

customer focus on category ...