243 Index (italics indicate a figure or table) Abercrombie & Fitch 192 Adidas 33, 77, 103, 113, 143 Urban Art Guide iPhone App 158 `adultescent' 94 advertising 75­76, 114 authenticity in 102­03 Generation Y attitude towards advertising 34, 42 hip hop artists and 172­74 lifestyle groups and 164­65 Ali, Muhammed 103, 113 Allen, Lily 29 American Eagle 42 Andersson, Jörgen 43­45, 127, 128, 169, 170 Anomaly London 20 anti-smoking campaign 196­98 Apple 37, 42, 45, 61, 77, 79, 86, 93, 111, 124, 135, 167, 169, 182, 193 brand DNA 129­30 iPad tablet 38 iPhone 21, 45, 52, 77, 216 iPod 74, 128­29, 10 authenticity see brand authenticity avatars 177­78 see also identity Axe/Lynx 3, 79, 130­31, 164­65 Baby Boomers 6, 7, 8, 10, 13, 39 badge item products 79, 148, 180 Ball, Harvey 181 Banksy 155 Bartle Bogle Hegarty 75 Ben & Jerry's 104­05, 171 Bestseller 49 Beverland, Michael B 101, 103, 114 Billboard (US) top 20 brands (2004) 173 Bjorn Borg 77 Blair, Tony 25 Blake, Monica 131 Bondolowski, Cristina 205­06, 207 boomerang children 14­15 Bourdieu, Pierre 156 Bowie, David 125 Bradshaw, Lucy 31 brain, the 15­17 183­84 amygdale 16, 17, 184, 190 dopamine 19 hippocampus 185, 190 limbic system 184, 185 neocortex 184 senses and 190 visceral/automatic 183 see also emotions, neuropsychology brand authenticity 97­123, 167 artisanal amateurs 104­05 be at one with the community 107 Bordeaux winemakers 101 celebrity endorsements 115­16 consumer immersion 106 corporate honesty 118­19 corporate social responsibility 121, 123 country of origin 111­12 definition 98, 115­16 driver of brand choice 100­01 Gen Y's perceptions of 111­16 heritage 113­15 history 111 honesty 116­19 indicators of origin 109­10 indoctrinate staff 107 irony and 111 Levi 501 jeans case study 119­23 love for the craft 106 marketing strategy 99, 101 music industry 101­02, 107­08 `perceived authenticity' 12 sticking to your roots 105­06 storytelling 103­04 transparency 123 brand characteristics, favoured 166 brand colours 137, 171, 192 blue 193 red 193 yellow 192­93 brand DNA xvi, 61, 123, 128­30, 195 brand endorsement 209­12 brand hijacking 198­201 brand honesty 117­18 brand image 136 brand leverage 47­48 case studies 49­55 brand logo 137 brand loyalty 77­87 attitudinal loyalty 79 emotional connection 128 loyal to a few 79­81