Index Ability to launch, 131–132 Bell Laboratories, 106, 130 consistency across markets, Absolut, 114 Benefi t advantage, 85–86, 202 121–124 Action, 95, 99 Benetton, 61 consistency among, 115–117 Adjustment process, 15 Bethune, Gordon, 10, 111 defi nitions of, 25 Advertising, 37, 81, 103, 104, Betty Crocker, 111, 163 Brand scorecard, 296–300, 220, 269 Billboards, 250 309–310 Airlines, 10, 12–13, 15. See also Black & Decker, 162 Brand strategy, 69–90. See also specifi c airlines Blogs, 223, 238–239, 251 Tenant branding strategy AirTran, 111 BMW, 29, 101–102, 109, components, 75–76 Alaska Airlines, 173 147, 173 constructing, 79–89 Altoids, 218–219 BPAmoco, 163 defi ned, 69 American Express, 58 Brand architecture, 76–79. See guerrilla branding, 212–213 American Machine and also Brand strategy levels, 76–79 Foundry, 142 building, 118, 119–120 market segmentation in, American Tourister, 41, 42 consistency and, 115–117 80–84 Anheuser Busch, 88 defi ned, 76 positioning in, 84–89 Ansoff, Igor, 139 evaluating, 118–119 purposes, 71–74 Appearances, 233–234 Brand Asset Valuator, 126–127 real estate buyers, 253–255, Apple, 109, 304 Brand awareness, 209 270–272 Arch Deluxe sandwich, 158 Brand book, 208–209, situation analysis in, 79–80 Architects, 278 305–308 start-ups, 201–202 Armani, 185, 280 Brand diagnosis, 144–146 Brand trial, 62, 144, 300 Aspen Ridge, 279 Brand equity, 287–295 Bridgestone, 172 Associations, 27, 32–38, 200 cash fl ows and, 290–292 Brilliant, Ashleigh, 200, 201 Atari, 183 described, 287–288 British Airways, 149 Attractiveness, 83, 158–159, examples, 288–289, 292–293 Brochures, 234–235, 251, 267 204, 247, 261 life cycles and, 289–290 Brown-Forman, 154 Attributes, 27, 31–32, sources, 294–295 Budweiser, 38, 88 157–158 Brand extension matrix, Building a brand, 125–140 Automated customer response 166, 167 brand management, system, 61 Branding: 139–140 Avis, 29 innovation and, 16–17 fast followers, 135–138 Awareness, 98 COPYRIGHTEDlimitations, 19 MATERIALpioneers, 130–135 plans, 202–204, 244–245, slow followers, 138 B. F. Goodrich, 107 259, 276–283 steps in, 127, 129–130 Bahamas advertisements, 81 reasons for, 17–18 success and failure routes, Bal Harbour Shops, 261, 262 value of, 19–21 125–127 Band-Aid, 44 Brand management, 139–140 Bulgari, 280 Barbie dolls, 132, 133 Brand measure inventory, Burger King, 22, 33, 112–113, Bartles & Jaymes, 162 297–300 147, 157 Bausch & Lomb, 152, 155, 159 Brand presentations, 308–309 Business cards, 217–218, 219, Baywood Homes, 283–284 Brands: 234, 251 Beef advertising, 37 components, 26–27 Business objectives, 75, 203 311 bbindex.inddindex.indd 331111 88/20/08/20/08 33:16:56:16:56 PPMM INDEX Buyer branding strategy: entrepreneurs, 202 Customer(s): large real estate investors, example, 190–191 contact with, 56–60, 270–272 Introduction stage, 179–180, 113–114 small real estate investors, 183–185, 195 identifi ers and, 113–114 253–255 managing through, involvement in operations, 194–195 64–65 Campbell’s Kids, 111 margin, cost, and perceived recommendations from, 145, Capacity planning, 63–64 value curves, 181–183 300 Cash fl ows, 209–210, 290–292 Maturity stage, 181, satisfaction, 145, 300 Caterpillar, 209, 305 191–192, 195 saying “No” to, 74 Celebrity endorsements, 164 overview, 179–181 understanding, 129 Central Park, 7, 260–261 Rapid Growth stage, 180, Chanel, 11, 12 181, 185–188, 195 Davidson, William “Willie Chase, 110 types of life cycles, 177–179 G.”, 142 Chemical, 110 Competitive Turbulence stage, Deciders, 47 Chidsey, John, 22 180, 181, 188–189, 195 Decision-making unit, Chinese immigration Concentration, 71, 73–74 46–47, 85 service, 59 Conference Board, 296–297, Decline stage, 181, 192–194, 195 Chivas Regal, 33, 34, 291–292 298, 304, 309 Defender automobile, 118 Christy’s, 163 Consistency, 115–124 Demand forecasting, 63–64 CIGNA, 109 among brands, 115–117 Development branding plans, Cisco, 304 of brand across markets, 276–283 Citibank, 61, 114 121–124 communicating brand Co-brands, 163–165 in brand position and position to target Coca-Cola, 29, 172, 175 communications, tenants, 283 Cold calls, 239, 251 204–205 designing and altering Commodities, 129–130, 192 building brand architecture, property, 280–282 Communications, 91–104 118, 119–120 determining brand position, actions and, 95 entrepreneurs, 204–205, 278–280 as brand strategy purpose, 207–208 evaluating real estate 71, 74 evaluating brand architec- environment, 277 building brand and, 130 ture, 118–119 selecting target tenant crisis management and, 173, in external communications, market, 278 175, 176 207–208 understanding tenants, 278 external, 207–208 importance of, 22–23 Die Hard batteries, 107 guerrilla branding, 217–220 Contests, 106, 220, 235–236 Diesel, 61 importance of, 91 Continental Airlines, 10, Diet Pepsi, 170–171, 174 internal, 208–209 12–13, 51, 64, 111 Differential advantage, mass, 239, 251, Conviction, 99 85–86, 202 266–267, 269 Coordination, 71–73, Differentiation, 144, 299 methods, 103–104 122–124 Direct brand extensions, models, 98–101 CoreBrand, 20 161–162 perceptual gaps, 93–94 Corporate brands, 77 Direct mail, 268 personal, 236, 237 Cosmopolitan, 153 Discipline, 205 principles, 95–98 Cost curve, 182, 290, 291 Dominant brands, 44–45, 158 real estate brand position, Costs, 50–51, 134 Donald J. Trump Signature 249–252, 255, 265–269, Crayola, 32 Collection, 11–12 271–272, 283 Credit, getting, 17–18 Drinks Americas, 40–41 Competition, 14–16 Crises, 168–176 Dual-focus communications Competitive advantage, 86 characteristics, 168–170, strategy, 186 Competitive life cycle, 171 DuPont, 186, 187, 290 177–195 example, 170–171 Duracell batteries, 109, 110 brand equity and, 289–290 managing, 170–171, Competitive Turbulence 172–173 Economic benefi ts, 41 stage, 180, 181, preparing for, 174–176 EG&G, 111 188–189, 195 Crisis teams, 174–175 ELK Lighting, 91–92 Decline stage, 181, Cross, Tracy, 292 Emaar Properties, 280 192–194, 195 Curves, 163–164 E-mail, 238, 251 312 bbindex.inddindex.indd 331212 88/20/08/20/08 33:16:57:16:57 PPMM Index Emotional benefi ts, 41 Ford, 38, 117, 172, 290 Hoechst, 108 Employees, 301–310 Ford, Henry, 3, 7 Holiday cards, 236, 237 brand equity and, 294 Foster’s beer, 34–35 Hollowing out, 146 communicating brand to, French Foreign Legion, 144 Honda, 142 304–310 Functional benefi ts, 41 orientation, 302–303 IBM, 29, 46, 78, 162 support for brand, 303–304 Gablinger’s beer, 87 Identifi ers, 105–114 Energizer batteries, 109, 110 Gallo, 162 as brand component, 26, Entrepreneurs, 199–210 Gaps, perceptual, 93–94 29–31 brand plan components, Gatekeepers, 47 changing, 109–112 202–204 GE. See General Electric (GE) guerrilla branding, 215–216 brand strategies, 201–202 GEICO, 41, 192 logos, 27–28, 108–109, determining brand position, General Electric (GE): 111–112, 233, 250, 266 205–207 attributes, 35 names, 106–108, 233, 250, external brand communica- brand book, 209, 305 266, 283–284 tions, 207–208 brand strategy, 77, 78 overview, 103 internal communications, logo, 112 personal brands, 233 208–209 temporary brands, 162 using at contact points with monitoring brand, 209 General Mills, 164 customers, 113–114 need for brand, 200–201 General Motors, 162 Imitation strategy, 186–187 raising money, 209–210 Gillette, 78–79 Indirect brand extensions, selecting target market, Glosser, Cathy Hoffman, 26, 162–165 204–205 160 Inertia, 65 Entry barriers, 133–134 Golden Eye, 101–102 Infl uencers, 47 Events, 235, 251, 267–268 Goodyear, 107, 158 Ingredient branding, 164 Everlasting White Mountain Google, 304 Initiators, 47 bicycles, 29–30 “Green” position, 278 Innovation, 16–17, 188 Evolutionary change, 111–112 Growth matrix, 139–140, Intangible benefi ts, 61–62 Expedia, 64 165–167 Intel, 172 Experience curve effects, 135 Gucci, 147 Interbrand, 20 Extending your brand, Guerrilla branding, 211–224 Internet, 62, 64, 222–223, 236, 152–167 communications, 217–220 238–239 brand attributes, 157–158 entrepreneurs, 208 Introduction stage, 179–180, consequences, 159 identifi ers, 215–216 183–185, 195 described, 153–155 Internet, 222–223 iPod, 131, 132 evaluating opportunities, positioning, 214 Isaac Mizrahi, 11 158–159 promotions, 220–221 examples, 156–157, 160–161 public relations, 221–222 Jack Daniel’s, 152, 154, 155 failed attempts, 152, research, 223 Jannini, Michael E., 280 154–155 service, 216–217 Jell-O, 44 growth opportunities, small businesses and JetBlue, 51, 303–304 165–167 branding, 212 Johnson & Johnson, 41, 42, options, 161–165 strategy, 212–213 172, 173 overextending a brand, 165 tactics, 214–215 Jolly Green Giant, 111 selecting opportunities, targets, 213–214 Juliano, Mark, 281–282 159–160 steps in, 157–161 Hallmark Channel, 305 Kawasaki, 142 Harley-Davidson, 44, 141–143, Kellogg’s, 37 Fairfi eld Inn, 162–163 146, 154–155, 209, 305 Kessler, David, 171 Fallon McElligott, 150–151 Harry’s, 33 Key performance indicators Family brands, 116 Hartford Drive-In, 268 (KPIs), 309–310 Fast followers, 135–138, 180, Herald of Free Enterprise ship KFC, 29 186–188 tragedy, 173 Kit Kat, 165 FedEx, 41, 44, 76, 183, 184 Hershey, 44, 153, 154 Kleenex, 44 Firestone, 172 Hidden brands, 162 Kmart, 32 First Union, 111 Hierarchy of Effects model, Knowledge, 98 Flyers, 217, 251 98–100 Kodak, 29, 33–34, 44, 165, Flying Pigeon bicycles, 29 Hilton Worldwide Resorts, 62 193–194 313 bbindex.inddindex.indd 331313 88/20/08/20/08 33:16:57:16:57 PPMM INDEX KPIs (key performance Modifi ed skimming implementing, 232–239 indicators), 309–310 strategy, 135 reasons for developing, Kraft, 137–138 Monitoring the brand, 209 225–226 Kulula, 154 Morton salt girl, 111 timing for developing, Mountain Dew, 147, 226–227 Land Rover, 117, 118 190–191, 207 Personal communications, Left-hand side associations, Mrs.