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Index > B - Pg. 249

INDEX Aaker, Jennifer L., 164 Abercrombie & Fitch, 14, 114, 195 accessibility, 52­54, 84 acquisitions, and brand architecture, 80, 85­86, 92 Acura, 158 Adbusters, 121 Adobe Photoshop, 6, 13 advocate brands, 104, 114­115 age, in brand voice, 157 agency costs, 212­214 agile development, 239 Altoids, 174 American Apparel, 56 American Express, 52, 116, 190 American Red Cross, 115 Amnesty International, 107 analytical thinking, 85, 86, 92 Android, 94, 178 antibrand behavior, 140 Bebe fashions, 135­136 Belk, Russell W., 131 Benedict XVI (pope), 143 Ben & Jerry's ice cream, 196 Bennis, Warren, 172 Beraud, Jill, 137 Berkshire Hathaway, 114 Bezos, Jeff, 42 Big Five Model (personality traits), 164 Bing, 174 BlackBerry, 6 The Black Swan (Taleb), 147 Bluetooth, 45, 115 The Body Shop, 62­63 brand(s) aesthetics vs. substance of, 1­3, 5­6, 12, 68 as contagious, 14, 43, 75, 88, 93 credibility of, 17, 174 cultural meaning of, 141 equity in, 74­76 (see also equity flow)