ideas, 206–207, 226
identification factor in brand choice, 26
identification of company's brand (exercise), 195–196
identity, 29–30, 161
image appeal of brands, 21
impact of branding customer service, 85–88, 101–103
incompetence, 136
induction, brand, 66–67
inertia, confusing customer satisfaction with, 119
influentials, 156
Influentials, The (Keller and Berry), 156
information/knowledge, 167, 182–183, 187
Innovators Solution, The (Christensen and Raynor), 96
In Search of Excellence (Peters and Waterman), 127
Inside-Out Branding, 101, 103–105, 113–114, 116–117, 131–132
in-store brands, 34
integrity, undermining of, 114
Intel, 160
interactions
brand-congruent service, 8
controlling human service, 44–45
customer-staff, 54, 108, 182
designing on-brand, 217
interest, likability as spark for, 119
internal brands, 96, 129, 138–141, 216
internal communication, 217–220
International Priority Mail, 40
Internet, word-of-mouth complaining, 51
introductions of new products, 42
investors, 33
Isle of Capri Casinos, 163–168
Ive, Jonathan, 36