name recognition, 10
needs, consumer, 122, 204, 205
negative branding, 84–85
negative incidents, 50–51
negative messages, 210
new product introductions, 42
New Zealand
Employment Relations Authority claim against EDS, 127
Fire Service culture change, 130
Starship Hospital, 22–23
Nieman Marcus, 185
nondifferentiated services/products, 104–105
See also differentiation
nonverbal messages, 19
Nordstrom, 81
novelty, need for, 122