Customize the Brand: Make It More Desirable and Profitable

By Torsten H. Nilson | Go to book overview

Index
AC Nielsen 71
Acorn system 41, 69
adaptations, brands 84–92, 95–9, 168
Adidas 111–12
advertisements 3, 5, 77, 123, 137–43, 155–6
age issues 40, 43, 71, 124, 132
airlines 65, 70, 75–6, 130
Aldi 99, 120
Amazon.com 27
AmBev Brewery 152
American Express 45
AOL 129
approximations 56–8
artisans 5–7, 12–15, 25–6, 123–4
ATMs 111, 118, 126
average customers 3–4, 39–40, 66–72, 168
badge marketing 26
banks 34–5, 45, 65, 69, 97, 100, 110–11, 118–19, 126–30, 158–63 see also financial institutions
Barbour coats 8
Barclaycard 148
battlefield analogies 59–63
Bentley 31
best customers 46, 66–72, 168
Big Brands 51–2
big customers 46
Big Ideas 50–2
Big Numbers 49–52, 71, 168
Big Questions 50–2
billboards 139–40
BMW 75, 78, 84, 87, 102–3, 134, 143
BMX 112
book sales 27, 34
Boots 36
Boston Symphony Orchestra 135–6
branding concepts 2
brands xi–xiii, 1–9, 11–15, 22–9, 53–8, 77–9 see also customized …; products adaptations 84–92, 95–9, 168 Big Brands 51–2 category concepts 59–64 choice 24, 31–7, 74, 99–101, 167–8 concepts xi–xiii, 1–9, 11–15, 22–9, 53–8, 77–9 definitions 11–12, 81–2, 90, 168 desirable brands 8–15, 24, 58, 63, 68, 72, 79–105, 113, 143, 149, 154 differentiated brands 22–4, 68, 76–7, 81–3, 167–70 diluted brands 87–8 historical background 11–15, 168 new/old brands 57–8, 96–7, 146 number-one positions 18–20, 159, 167–70 perceptions 2, 98–9, 119–21, 153–4, 160 personality concepts 78–9, 140–1 positioning concepts 77–9, 159 profiles 90–2, 157

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