Index_D

D

Davis, Scott, 70

decision making

decision matrix for brand champion

teams, 152

by employees, 121

team-oriented approach, 137

defining brands/service

brand attributes, 179

brand space, marketing mistakes in, 107–108

companies defined by their products, 78

controlling definition of good service, 85–86

defined range of service, 76–77

differentiators, 96

range of service, 76–77

delivery of brands/service

advertising and, 221–222

alignment of delivery and product, 52, 110

with awareness, 76

consistency of, 187

consistent, 9

of differentiators, defining, 96

by employees, 106

Isle of Capri's, 165

likability in, 119–120

look of brand (exercise), 204–211

placement of service lenses, 45–48

service experiences for, 43–45

ServQual components, 100

skills for, 159–160

styles, 84–85

Vodafone's delivery of value, 135

Deming, W. Edwards, 64

description of branding, 1, 107–108

development, for brand champion teams, 151–152

differentiation

brand, 82

competitive differentiators, 161

creating a point of, 20–21

defining delivery of differentiators, 96

higher margins with, 106–107

nondifferentiated services/products, 104–105

organizational responsibility for creating, 178

sustainable points of, 132

using power of brand, 108

discovery process, 176–179

discrimination in hiring, 158–159

Disney theme parks, 88, 89

Di Somma, Mark, 109, 141–142

dissatisfaction, 50–52, 184

See also satisfaction

DNA. See brand DNA

dominant aspects of brands, 78–84

Domino's Pizza, 182

Doubletree Hotels, 51

Dream Homes, 99–101

Dunn, Michael, 70