Дэвид Аакер - Аакер о брендинге. 20 принципов достижения успеха

Страусс, Чарльз 218

Суббренд 25, 53, 196, 197–200, 201, 204–207, 217, 221–222, 224—226

Сущность бренда 44

Т

Тальго, Скотт 55

Таубер, Эдвард 208

Торндайк, Эдвард 132

Точка взаимодействия 27, 119, 243

Три угрозы актуальности бренда 173—192

Триподи, Джо 3, 246

У

Угрозы для актуальности бренда 173—192

Узнаваемость бренда 22–23, 26, 32, 36, 63 92, 138, 146, 185, 188, 205, 209, 224

Уоллис, Джон 3

Уолтон, Роб 180

Ф

Фирменный ключевой фактор 70

Фланговые бренды 203, 206, 207, 219

Функциональные преимущества 16, 45, 56–57, 65, 77–78, 130, 140, 198, 224—225

Ш

Шим, Сью 2

Школа бизнеса Хааса в Беркли 47–48, 241, 248

Шульц, Говард 41

Э

Эдисон, Томас 124, 152

Энергия бренда 57, 61, 63, 130, 138, 154, 159, 173–183, 184—191

«Энни Холл», фильм 184

Эмоциональные преимущества 13, 16, 59–60, 78–79, 82–84, 92, 190

Эффективно используемые активы 2, 22, 115–116, 121, 123—125

Я

Якобсон, Роберт 33, 185, 240

A

Absolut 62

Accenture 32

Adidas 135, 175

AFLAC 188, 191

Agres, Stuart 79, 242

Ajax 47—49

Amazon 23, 98, 100, 184, 219

American Express 13, 33

American Greeting 34

American Tourister 220

Apple 23, 30, 32, 33, 55, 69, 81, 86, 89, 91–92, 100, 104–106, 109, 116, 122, 184, 187, 213, 235, 241

Ariely, Dan 241, 242

Arm & Hammer 125

Armani 211

Asahi 88, 109, 174

Asian Paints 69

AT&T 30

Audi 214

Aunt Jemima 213

Avis 70

Avon 23, 87, 130, 135, 146, 188, 191

AXE 57, 184, 187, 210

B

Bauer, Eddie 58

Bausch & Lomb 212

BAV (Brand Asset Valuator) 185

Best Buy 89, 100

Betty Crocker 123, 143

BIC 213

Black & Decker 214, 224

BMW 2, 30, 89, 155, 200, 222, 225

BofA 77

Budweiser 31, 123, 144, 199, 224, 225, 226

Buick 34, 199, 205

Buitoni 206

Burberry 32

C

Cadillac 186, 196, 205

California Casualty 132

Calloway 197

Campbell’s 58

Carpenter, Gregory 102, 242

Cars.com 79

Caterpillar 32, 116, 210

Celestial Seasonings 79

Charmin 155

Chevrolet 32, 58, 61, 197, 205

ChevronTexaco 51

Chrysler 33, 89, 93, 109

Cirque du Soleil 86

Cisco 175, 213, 245

Citibank 87, 28

CNN 62

Coca-Cola 3, 32, 91, 127, 128, 145, 149, 155, 187, 189, 203, 244

Columbia Sportswear 186

Contadina 78, 206

Coors 225, 234

Crayola 68, 187

Crest 23, 190, 210, 219

D

DC Shoes 145, 187

DeBeers 143

Dell 89, 100, 142, 206, 234, 242

Delta Airlines 98

Denny’s 187

DeWalt 224

DiGiorno 106

Discovery Channel 69

Disney 32, 44, 55, 65, 69, 109, 123, 142, 184, 208—209

Disneyland 44, 109, 208—209

Docker’s 124, 232

Dos Equis 58

Dove 69, 104–106, 127–129, 135, 186, 211, 216

Dow Corning 220

Downey Single Rinse 221

Duracell 210

E

Enterprise-Rent-A-Car 89, 109

ESPN 65, 144

Exxon-Mobil 168

F

Facebook 128, 142, 144

FedEx 140, 184, 189, 200

FiberOne 109

Ford 23, 31, 32, 65, 70, 72, 77, 88, 145, 154, 234

Frito-Lay 212

G

Gallo 224, 225

Gap 13, 157, 220

Gatorade 109, 149

Geek Squad 89, 100, 109, 121

Geely 224

General Mills 132

General Motors 32, 65, 71, 99, 100, 124, 154, 177, 184, 185, 186, 197, 210, 219, 220, 224

Gillette 92, 109–111, 154, 176, 199, 216, 236, 243

Google 13, 32, 68, 100, 109, 184, 235

Gucci 213

H

Habitat for Humanity 137, 189, 190

Hallmark 34, 57, 61, 79

Harley-Davidson 13, 30, 60, 62, 81, 100, 101, 133, 135, 143, 212

Harrah’s 166

Heineken 144, 165

Heinz 72, 78

Herbal Essence 143, 198

Hershey 210

Hilton 100, 203

Hobar 132, 145

Holiday Inn 72, 225

Home Depot 61, 118, 137, 143, 189, 190, 213

HP 33, 169

Hyatt 3, 81

Hyundai 32, 122, 123, 135, 178, 179

I

IBM 13, 23, 32, 33, 33, 55, 58, 62, 71, 87, 164, 185, 210, 213, 230

IDEO 89

IKEA 89, 211

In-N-Out Burger 176

Intel 98, 219

Interbrand 32, 240

J

Jack Daniels 32

JC Penney 142

Jeep 57, 62, 197

Jell-O 109

Jergens 81

JetBlue 87

Jiffy Lube 119

Johnson & Johnson 168

Joie de Vivre 57

Joint Juice 90

K

Kaiser Permanente 100, 134

Kashi 68, 184, 210

Keurig

Kevlar

KFC 153

Kirin 88, 174

KitchenAid 73

Kmart 81

Kraft 20, 77, 82, 106, 200

L

L. L. Bean 25, 166, 169, 176

L’Oreal 116, 200

Lacoste 213

Lancome 197

Lee Jeans 34

LEGO 184

Levi Strauss (Levi’s) 34, 62, 79, 124, 212

Lexus 23, 58, 65, 71, 81, 89, 105, 121, 223, 224

Lipton 214

Lone Star 72

Luna 87, 124

M

M&M's 99, 110

Marriott 23, 68, 222

Mayo Clinic 71, 188

McCafe 175, 215

McDonald’s 2, 23 32, 73, 175, 189, 190, 215, 216, 232

McKinsey 58

Mercedes 13, 23, 34, 57, 62, 123, 219, 225

Method 184

MetLife 23, 56, 60, 189

Michelin 57, 188, 214

Microsoft 3, 32, 59, 63, 91, 164, 203, 206

Miller Lite 58

Millward Brown 32

MINI Cooper 89, 222

Morton 36

Mr. Clean 210

Muji 60, 69, 89, 155, 184

N

NASCAR 140, 146, 184, 189

Nature Valley 188

Nestle 124, 178, 199, 205, 206, 230, 232

Nike 23, 32, 60, 86, 140, 175, 178, 187, 189, 197, 211

Nordstrom 53, 75, 87, 97, 166, 168

Nyquil 210

O

Ocean Spray 197

Odwalla 89

Olay 49, 81

Old Navy 220

Old Spice 187

Oldsmobile 205

OnStar 100, 196

Opel 72, 205

Opus One 82

Oral-B 98

Oscar Meyer 130

Owens Corning 189

P

P&G 2, 25, 29, 49, 65, 73, 116, 121, 165, 168, 198, 222, 225, 228, 234, 235

Pampers Village 87, 102,127, 133, 135, 145, 188, 234, 236

Panasonic 44, 74, 187

Pantene 124, 198, 232, 236

Patagonia 13, 23, 63, 74–75, 87, 168, 184, 187

Pedigree 190

Pepsi Cola 58

Pepto-Bismol 58

Perrier 178

PetSmart 75

Pizza Hut 118, 222

Planters 210

Porsche 57, 62, 79, 197, 225

Pria 124

Prius 74, 89, 92, 99, 109

Prophet 19, 246, 248

Purina 205

Q

Quaker Oats 81

R

Red Bull 62, 87, 135, 147, 184

Reeves, Rossor 158

REI 58, 61, 81

S

Sainsbury 222

Saks Fifth Avenue 118, 143

SalesForce.com 23, 86

Samsung 2, 66, 123, 186, 189, 199

Schlitz 31, 240

Schwab 36, 61, 68, 81, 87, 100

Sephora 82, 135, 136, 145

ShoeDazzle.com 143

Siebel 87

Siemens 225

Silicon Graphics 89

Singapore Airlines 13, 23, 57, 87, 123, 144, 155, 225

So-Be 89

Sony 52, 91, 99, 187, 213

Southwest Airlines 23, 57, 69, 87

Starbucks 41, 82, 144, 175, 184, 191, 210, 223

State Farm 70, 107, 189

Subaru 77, 155

Subway 109,142

Sun 89

Sunkist 214

Sun-Maid 58, 79

Swatch 212

T

Tanita 68, 69

TaylorMade 59

TED 221

Tesla 127

Tide 65, 210, 211, 222, 236

Tiffany 23, 60, 62

Titleist 82

Toms 73

Toyota 62, 74, 89, 92, 99, 101, 220, 223, 224

Trader Joe’s 30

TurboTax 79, 143

U

Under Armour 86, 98

Unilever 72–73, 75, 180, 206, 218

Uniqlo 118

United Airlines 169

V

Valvoline 189

Vaseline 81

Virgin 23, 57, 60, 62, 87, 184, 188, 210, 212

VISA 23, 155

Volkswagen 225

Volvo 23, 224

W

Wall Street Journal 58

Walmart 142, 179, 180, 181, 219, 228, 230, 244, 245

Wells Fargo 57, 123, 158, 199, 206, 215

Westin Hotel 97

Whole Foods Market 87,89, 104, 105, 109, 155, 184

Williams-Sonoma 116, 166, 225

WPP 234, 235

Y

Y&R 118, 185, 233, 235

Z

Zappos.com 71, 89, 93, 165

Zara 57, 81, 89, 109

Zipcar 82, 83, 89, 109, 135

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