From Brand Vision to Brand Evaluation: The Strategic Process of Growing and Strengthening Brands, Second Edition
By Leslie de Chernatony

Index

A

Absolute Vodka, brand strategy, 29
Added value, 44 5, 261
Advertising, importance of, 6 7
After Eight mints, brand positioning, 240
After-sales service, 291 2
Amazon.com, 81
brand purpose, 112
consumer appeal, 197
customer service value, 273
distinctive capability, 190
visionary perspective, 44
American Express, global service, 15
Apple, 5, 124
brand perspectives, 28, 44, 46
employee motivation, 85
logo, 29
Asda, part-time staff, 84, 144
Assets, types of, 4
Atomic model, brand, 286 95
distinctive name and sign of ownership, 286 9
functional capabilities, 289 91
legal protection component, 292 3
risk reducer component, 292
service component, 291 2
shorthand notation component, 293 4
symbolic feature component, 294 5
Auditing:
brandsphere, 89, 186
organizational culture, 148 51

B

B&Q, staff relationships, 281
Ballantines, brand values, 128
Bates Dorland, advertising campaign, 229 30
BBC, brand purpose, 111
Beckham, David, 15
Ben & Jerry's, brand purpose, 111
Benetton, visionary perspective, 44
BMW, 77
brand positioning, 37
trademark/logo, 14, 29
Body Shop:
brand values, 115 16
corporate brand, 32
employee motivation, 86
internal branding, 10
Boeing:
brand objectives, 173 4, 175
envisioning the future, 108
Brand:
atomic model, 286 95
balanced perspective on, 5 7
definition of, 13
health summary, 310 11
importance of, 3 5
integrated brand, 295
interpretations of, 26 8
company-wide interpretation, 55 60
time perspectives, 52 5
multifaceted nature of, 11 18
symbolic features, 294 5
See also Input perspectives; Output perspectives
Brand building:
importance of values, 5 7
internal, 9 11
stages, 86 90
See also Integrated branding
Brand citizenship behaviour, 191
Brand communicators, 77 8
Brand culture, 212
Brand delivery, 257 8
appropriateness of, 259
structuring for, 255 7
See also Internal implementation
Brand...
Copyright Leslie de Chernatony 2006 under license agreement with Books24x7
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