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Six Rules of Brand Revitalization: Learn the Most Common Branding Mistakes and How to Avoid Them, Second Edition by Joan Kiddon, Larry Light

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Index

A

AA (American Airlines), 160

AB InBev, 59

accountability, 217-218

Ackman, William, 30, 33, 43

acting like a leader, 207-209

activist investors, 29-31

Alba, Jessica, 208

Alibaba, 221

Amazon, 39, 109

American Airlines (AA), 160

American Express Centurion Cards, 124

analyst satisfaction, focus on, 27-35

Anderson, Kerri, 179

Anheuser-Busch InBev, 55

Apple, 109

Apple Stores, 43

Applebaum, Rhona, 167

Arcature, 156, 196

arrogance of success, 11-15

Arrow Electronics, 11, 75-76

authenticity, reinforcing, 199-201

Avon, 124

B

B2B (business-to-business) market segmentation, 98

BA (British Airways), 101-103

Bachelder, Cheryl, 11, 60, 69, 87, 119, 160

backtracking to basics, 51-54

The Balanced Scorecard: Translating Strategy Into Action (Kaplan and ...

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