NOTES

Introduction

1. Teressa Iezzi, “Red Bull CEO Dietrich Mateschitz on Brand as Media Company,” Fast Company Co.Create, February 17, 2012, www.fastcocreate.com/1679907/red-bull-ceo-dietrich-mateschitz-on-brand-as-media-company.

2. Ibid.

3. David Neeleman, JetBlue’s internal mission statement, www.jetblue.com/flying-on-jetblue/customer-protection/.

4. US Census Bureau, WIPO, US Trademark Office, www.wipo.int/ipstats/en/statistics/patents/.

5. “100 Leading National Advertisers Index,” Advertising Agency & Marketing Industry News, http://adage.com/article/datacenter-advertising-spending/100-leading-national-advertisers-index/106348/.

6. John Gerzeman and Ed Lebar, The Brand Bubble: The Looming Crisis in Brand Value and How to Avoid It (San Francisco: ...

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