Abercrombie and Fitch (A&F), 158–161
accomplishments, measuring, 223
advertising
brand delivery and, 221–222
compared to importance of employees, 57
development of market shares without, 87
integration of brands into, 2–3
as part of internal communication, 217–218
and training ratio, 216
advertising agencies, focus of, 8–9
airline industry, 27–28
Austrian Airlines, 123–124
British Airways (BA), 103
generic customer service in, 61–63
Lufthansa, 123–124
Scandinavian Airlines, 102–103
Southwest Airlines, 32, 79–80, 86, 175
United Airlines, 122–124
US Airways, 62–63
Virgin Airways, 124–125
Albertsons, 82
alignment
customer service with brand, 116
exercises for, 221–223
of HR policies to brand, 215
service delivery and product, 52, 110
Ambler, Tim, 121
American Express, 113, 143
American Idol, 84
American Management Association (AMA), 102
American Society for Training and Development (ASTD), 59
amplification of brand promises, 76
apathy toward brands, 28–29
Apple Computer, 35–39
ARAMARK Harrison Lodging, 31
ARAMARK Uniform Services, 161
ASB Bank (NZ), 175
assessing suppliers, 222–223
assessment of on- or off-brand (exercise), 199–203
assets, brand, 33
associations, symbolic, 24
assuredness, 98, 100
attention, focusing, with brands, 25–26
attentiveness, 100
attitudes, 27–28, 160
attributes
brand, 78, 113
of companies with good performance, 126
of customer service, 73–76
audience's point of view, 138
Austrian Airlines, 123–124
authority factor in brand choice, 26
automotive industry
BMW, 9
Harley-Davidson, 32
Saturn, 42–43
Aveling, Tony, 59