Brand Relevance: Making Competitors Irrelevant - always yours
Brand Relevance: Making Competitors Irrelevant - always yours
Brand Relevance: Making Competitors Irrelevant - always yours
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INDEX<br />
A<br />
A.1. steak sauce, 28<br />
Aaker, D., 58, 337<br />
Aaker, J., 56<br />
Activia (Dannon), 146<br />
Adidas Streetball Challenge, 315, 317<br />
Advocates, creating, 264–265<br />
Agaston, A., 142<br />
Allen, J., 36<br />
Almon, M., 142<br />
Amazon, 19, 20, 70, 77, 244, 279, 284, 294; Kindle<br />
wireless reading device, 217, 242, 244, 264, 290,<br />
308–309; Whispernet, 290<br />
Ambidextrous organizations defi ned, 333<br />
Ampex, 32<br />
Anderson, J. C., 244<br />
Ante, S. E., 173<br />
Anthony, S. D., 249<br />
Apple, 7–8, 70, 187, 281–282, 312, 315, 341;<br />
Apple Store, 160, 162, 248, 313; iMac, 8, 21,<br />
158, 162–163, 243; iPad, 161–162; iPhone, 161,<br />
162–163; iPod, 28, 34, 39, 79, 157–164; iTunes/<br />
iTunes store, 158–159, 162; Macintosh (Mac),<br />
7–8; Newton, 33–34, 160, 190, 344; turnaround<br />
at, 201<br />
Archer Farms (Target), 313<br />
Ariat footwear, 165<br />
Ariely, D., 57, 58<br />
Arm & Hammer baking soda, 177–178<br />
Armani, 250<br />
Arndt, M., 307<br />
Asahi, 33–34; Asahi-Kirin Beer War (chart), 6; can<br />
(fi gure), 5; Super Dry, 2–4, 6, 21, 28, 34, 39, 50,<br />
111, 188, 216, 256, 280, 284, 291, 339, 341, 355<br />
Asian cuisine, growing popularity of, 12<br />
Aspirational associations, 27<br />
Assets leveraging, 190–191<br />
AT&T, 201<br />
Atken, D., 292<br />
Atkins Diet, 142<br />
Atkins, R., 142<br />
ATRAC3 (Sony proprietary compression<br />
scheme), 159<br />
Attribute matching, 48–49<br />
Audi, 303–304<br />
Authenticity: delivering, 283–286; at Starbucks, 248<br />
Automated Rental Management System (ARMS),<br />
121, 288<br />
Automobile industry, See also General Motors:<br />
barriers to entry, 125; battery-powered cars,<br />
100; California Air Resource Board (CARB),<br />
100–101; Chrysler minivan, 110–115, 124, 222,<br />
339, 341, 347, 355; competitor priorities, 125;<br />
diesel hybrids, 101–102; differentiation, 125;<br />
electric cars, 106; Enterprise Rent-A-Car, 22,<br />
39, 119–122, 166, 215, 236, 260, 261, 264, 341,<br />
355; hybrids, 98–100; insights/strategies, 124;<br />
leadership, 124; market dynamics in, 97–126;<br />
Partnership of a New Generation of Vehicles<br />
(PNGV), 101; Prius (Toyota), 17, 34, 39, 49,<br />
98–106, 124, 223, 235, 259, 263, 280, 291, 341,<br />
347; Saturn (General Motors), 106–109; Tata<br />
Nano, 115–118, 124, 183, 249, 263, 264; Yugo,<br />
118–119, 205, 264; Zipcar, 122–123, 124, 207,<br />
256, 263, 280, 291<br />
Avon, 258; Breast Cancer Crusade, 258, 315, 318;<br />
Walk for Breast Cancer, 282, 318, 319<br />
B<br />
Baar, A., 259, 331<br />
Bailey, R., 60<br />
Barbiegirls.com, 306<br />
Barrett, C., 346<br />
Barriers to competition: creating, 275–276; set of, 18<br />
Barriers to entry, 223; creating, 41<br />
Barwise, P., 305<br />
Basu, K., 48<br />
Bath and Body Works, 70<br />
Battery-powered cars, 100<br />
Bayer, 253<br />
Beer experiment, 57–58<br />
Beijing Sustainability Summit, 300<br />
Ben & Jerry’s, 285; support of environmental<br />
causes, 258<br />
Benioff, M., 227, 227–229, 230–231<br />
Berenson, C., 206<br />
371