How to Innovate in Marketing (Collection), 2/e

Index

A

acquisitions, 8-9

advertising themes, 128

airline frequency programs, 146

Al Khaliji Bank, 82

alignment, 181

Apple

packaging, 134

Reinvent the Brand Experience, 110

Arch Deluxe, 9

B

Balanced Brand-Business Scorecard, 149-151

brand equity, 153-155

management of progress, 158-159

McDonald’s Plan to Win milestones, 151-153

price elasticity, 155-158

Becht, Bart, 5

Bell, Charlie, 6, 23-24, 202

Berman, Cheryl, 137

Brabowski, Claire, 54, 107

brand action, 192

brand aspirants, 70

brand building versus cost cutting, 22-23

Brand Dashboard, 150

brand demotion versus brand promotion, 120-121

brand direction, 192-196

brand equity, 153-155

McDonald’s coffee versus Starbucks coffee, 154

Toyota versus GM, 153

brand essence, 81

brand essence dictionary, ...