INDEX 255 media saturation, 155 memory abstract vs. concrete ideas in, 32, 33 brand attachment and, 128 brand dependence on, 28­29, 48 brand experience in, 200­202 function of, 29­31 music as trigger for, 196 social experiences and, 208 Mencke, Matthias, 183 mergers, and brand architecture, 80, 92 messaging strategy audience reaction to, 155­157 brand personality in, 159­165 brand voice in, 157­158 constructing, 165­167 function of, 152­153 motivation for, 153­155 within organization, 236­237 Microsoft brand attachment to, 139 brand benefits of, 55 brand promise of, 153­155 customer service touch point of, 206 as dowager brand, 110­111, 118 public perception of, 107 subbrands of, 93 Millennial Generation, 37 Miller, George, 7­8 Miller Lite, 149 mindshare, claiming, 5 mobile virtual network operator (MVNO), 33 Moleskine journals, 134 Montblanc pens, 135 Monteiro, Mike, 10 Morgan, Adam, 111 Motorola, 178 Mrs. Fields cookies, 43 MTV, 185 natural brands, 161 Nestle Toll House Morsels, 42­43, 44 New York Stock Exchange (NYSE), 106 New York Times, 111, 129 niche brands, 114 Nike, 88, 96­97, 148, 183 99designs, 9, 13, 179 No Child Left Behind (NCLB) legislation, 7­8, 17, 75 nonprofit organizations, 115 Nordstrom, 210 nostalgia, 128 Novartis, 178 Obama, Barack, 8, 182 Occupy Wall Street movement, 151, 156 Ogilvy, David, 155 Ohala, John, 176 Olympics logo, 183 online identity, 140­142 oppositional loyalty, 139­140 Opus One wines, 133 orientation, metaphoric use of, 38, 39 overbranding, 5, 43, 200 Page, Ellen, 70, 72, 87, 97 parity brands, 108 partners, in brand alignment, 223, 233 Patagonia sportswear, 191 pattern recognition, 11 Patton, George S., 228 Pearson, Carol S., 158 People for the Ethical Treatment of Animals (PETA), 138 Pepsi, 39­40, 108, 137 perfectionism, 220 personality of brand, 59­62, 84 personality traits, 163­165 persuasive messages, 155­157 philosophy (approach), 56­59 Piaget, Jean, 128 Pinker, Steven, 146 Pixar, 151 Playboy, 141 political correctness, 157­158 Polo brand, 65, 67 portfolio. See brand portfolio price, as brand benefit, 53­54 Procter & Gamble (P&G), 36, 77, 128, 179 product brands, 39­41 professional service companies, 36­37 public brands, 104, 115­116 Qualcomm, 95­96 Rand, Paul, 181 Rapaille, G. Clotaire, 128 rebranding, 8, 16, 25, 215, 216, 238 REI, 191­192 American Management Association · www.amanet.org