Page 209 - HBR's 10 Must Reads on Strategic Marketing

Index

Absolut, 67 Barn Raising script, 148
ACT, 74–75 Bar script, 148
advertising Barzun, Jacques, 32–33, 54
in brand building, 68–70 beauty industry, 102–104
consumer decision journey and, benefit assertion, 115–117
15–28 Bentley, 75
media spend in, 18–19 Bhalla, Gaurav, 1–13
off-line channels, 21–22 Bic, 89–90
push versus pull, 89 BMW, 75, 87
Aegon USA, 192 Boston Consulting Group, 98
Akzo Nobel, 127 brand audits, 91–92
aligned relationship, 182, 183–188 brand charters, 85, 92
all benefits value propositions, brand communities, 133–149
115–119 affiliation forms in, 139–141
aluminum industry, 31 archetypal scripts in, 147–149
Amazon.com, 22, 24, 167 as business strategy, 134–136
American Consumer Satisfaction conflict in, 137, 141–143
Index, 157 management of, 146–149
American Express, 4–5, 80, 83, 86 readiness audit for, 149
American Petroleum Institute roles in, 137, 143–145
Quarterly (journal), 52 as service to member needs,
Anderson, James C., 113–131 136–139
AOL, 164–165 social media and, 137, 145–146
apparel industry, 104–106 strong brands from, 136, 139–141
Apple, 25, 71, 142 brandcommunity.hbr.org, 134
archetypal community scripts, brand equity
147–149 brand support and, 81, 85,
Arm & Hammer baking soda, 65–66 90–91
Arnould, Eric, 143 consumer knowledge and, 96
authority, brands of, 145–146 customer equity versus, 11–12
automobile industry extending versus destroying,
brand portfolios in, 87–88 71–75
creative destruction and, 48–49 management systems, 92–93
growth of, 36 monitoring, 85, 91–94
production pressures in, 43–45 purpose brands and, 67
purpose brands in, 75–76 brand exploratories, 91–92
women and, 98–99 brand inventories, 91
brand managers, 6
brand meaning understood by, 81,
baking soda, 65–66 85, 89–90
balance, 94–96 customer managers compared
Banana Republic, 87, 104–105 with, 7

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