Index_B

B

bad service, 84–85, 85–86, 123–124

balanced scorecard approach, 137

Baycorp, 110

behavior

demonstrating brand values behaviorally, 208–209

ideal versus actual brand behavior, 206

identifying employees', 72, 131

Isle of Capri's on- and off-brand leadership, 165–166

loyal, 57–59

as means of brand reinforcement, 45

monitoring of on- and off-brand by brand champions, 154–155

off-brand, 218

organizational, 74–75

shifting employee, 110

sporadic versus penetrating, 155–156

beliefs, consumers', 107–108

Bell South, 132

benefits

of brand champion teams, 149–150

branding customer service, 85–88

copy strategy, 142

links of brands to psychological/social

benefits, 24–25

overlooking emotional benefits of brands, 30

Berrett-Koehler (BK), 82–83

Berry, Jon, 155

Best of Active Learning, 46–47

best practices, 96

Best Practices Study (Prophet's), 70–71

"bests" for performance excellence, 126

Blanc, Raymond, 85

Blockbuster Video, 120–121

BMW, 9

Bogelund-Jensen, Anne, 64

Boone, Robert, 166

Borgardt, Joel, 172

brand awareness exercises. See exercises

Brand Books, 162–163,166, 219–220

See also mission statements

brand champions

as connectors, 155–156

education for, 150–152

monitoring of on- and off-brand

behavior by, 154–155

nominating, 148–150

role of, 145–147

brand-congruent service interactions, 8

brand differentiation, 82

brand DNA, 72, 95–98, 113–114, 146, 163

branded customer service

versus generic, 4, 41–43, 193, 227

overview, 1–7

brand erosion, 2

Brand Finance, 33

Brand Guardians, 17

brand induction, 66–67

branding agencies, 51

Branding Revolution, 17

brand ownership (exercise), 192

brand reinforcement, 5–6, 43

behavior as means of, 45

communication (exercise), 217–220

creating time for, 183–184

customer service as, 56–57

strengthening consumer perceptions, 120–121

TMI's, 139

See also off-brand service/reinforcement; on-brand service/reinforcement

brand resonance, 136–138,138–141

See also communication

brand space, 180

brand toolbox. See exercises

Branson, Richard, 124–125

Brilliant, Andrew, 174

British Airways (BA), 103

Build-A-Bear stores, 89–91

business decisions, alignment of brands with customer service, 35

business strategies, 221