Index

A

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