Index_R

R

Ramsay, Gordon, 85

range of service, defined, 76–77

Ratner, Dave, 49–50

Ratner, Gerald, 50–51

Raynor, Michael, 96

recruitment of staff, 158–161, 213–214

Redford, Robert, 4

Reichheld, Frederick, 34

reinforcement, brand. See brand reinforcement

relationship marketing (RM), 137, 181, 182

effects on branding of, 182–184

example of, 185–186

linking brand propositions to messages, 181–182

See also marketing

relationships

brands-people, 96

creating long-term customer, 21

customer-supplier, 86

generic service-branded customer service-themed customer experience, 91–92

long-lasting, 183

loyal, 57–59

qualities of good sales, 185

staff-brand, 173–174

reliability, 55, 98, 100

repetition, problems of scripted, 122

reputations, 121, 127

research/studies/surveys

buy-in to brand missions, 172

complaint management, 175–176

consumers' trust in organizations, 53

Corporate Reputations Survey, 127

customer satisfaction and loyalty, 47–48

customer surveys, 200–201

effectiveness of communication, 137

employee understanding of organizational brand, 174

forging customer relations, 3

importance of advertising compared to employees, 57

internal brand-strategy surveys, 219

negative purchasing experiences, 183–184

tagline effectiveness, 20

resistance to change, 130

resonance, brand. See brand resonance

resources, brand, 204–206

responsiveness, 99, 100

retailers/retail industry, 28–29

Abercrombie and Fitch (A&F), 158–161

Build-A-Bear stores, 89–91

Costco, 60, 85–86, 88–89

grocery stores, 82

Nieman Marcus, 185

Nordstrom, 81

Wal-Mart, 129

return on investment (ROI) statistics, 105

rewards/recognition, 212–213

Roberts, Kevin, 49

Robinson, J., 25

role of branding, in marketing field, 17–20

Rolfe, Andrew, 83

Ross, Philip, 23–24

rule-driven scripting, 8