1. Teressa Iezzi, “Red Bull CEO Dietrich Mateschitz on Brand as Media Company,” Fast Company Co.Create, February 17, 2012,

2. Ibid.

3. David Neeleman, JetBlue’s internal mission statement,

4. US Census Bureau, WIPO, US Trademark Office,

5. “100 Leading National Advertisers Index,” Advertising Agency & Marketing Industry News,

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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