Brand Aid, 2nd Edition

INDEX

Aaker, David, 7, 169

Absolut Vodka, 276

accessibility of brand, 97

measurement, 238

acquisitions, impact on brands, 241

ad agency, 108–110, 124

ad form concepts, for brand extension, 204

Ad Preview Tool, 159

advertising, 108–132, 216

business-to-business, 117

checklist, 131–132

effectiveness, 112–115, 127

false or deceptive, 265–266

frequency vs. reach, 125

importance of well-designed brand, 110

marketing objective for, 110–111

media planning, 129–131

negative impact, 117–118

online resources, 302–305

quick assessment tool, 129

ranking order of magazine size impact, 114

reducing, 273

research, 123–124

role of, 128

rules of thumb, 124–129

successful approaches, 115–118

Advertising Research Foundation,

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