256 INDEX repositioning of brand type, 44, 47, 48 cosmetic, 15 failure of, 33 repetitive, 16 research on brand equity, 19 in internal brand campaigns, 235 Roddick, Anita, 62 Rook, Dennis, 110 rumors, origins of, 147 sacralization of brands, 122­123, 127 Sandoz, 178 Sara Lee, 77 scale, benefits of, 52­54 Schau, Hope Jensen, 140, 142 Schmidt, Eric, 107 Scientific Atlanta, 71 Scott, Linda, 180 secret shoppers, 203 self-concept antibrand behavior and, 140 sound symbolism, 175­176 Southwest Airlines brand attachment to, 127 brand experience at, 196, 198 brand identity of, 14 brand position of, 108­109 brand promise of, 18 culture of, 36 customer service at, 210 employee commitment at, 226 Souza, Pete, 187 Spade, Jack, 61­62 Spade, Kate, 61 stakeholders brand alignment and, 215­221, 237 growth and, 212­215 Starbucks brand category of, 34, 35, 37, 42 brand experience at, 189, 190, 196, 198 logo of, 5, 169, 183 Star Wars franchise, 12, 178 stereotyping, 81 Stevens, Aidin, 142