Brand Real: How Smart Companies Live Their Brand Promise and Inspire Fierce Customer Loyalty

INDEX

Aaker, Jennifer L., 164

Abercrombie & Fitch, 14, 114, 195

accessibility, 52–54, 84

acquisitions, and brand architecture, 80, 85–86, 92

Acura, 158

Adbusters, 121

Adobe Photoshop, 6, 13

advocate brands, 104, 114–115

age, in brand voice, 157

agency costs, 212–214

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

Apple products

abstract/concrete perceptions of, 34

brand attachment to, 139, 141

brand benefits of, 66

brand expectation of, 12

brand experience with, 18, 189, 192, 194

brand extension of, 88–89

brand identity of, 14

brand names of, 172

brand voice of, 158

as ingredient brand, ...