Онлайн книга «Аакер о брендинге. 20 принципов достижения успеха»
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Dove 69, 104–106, 127–129, 135, 186, 211, 216 Dow Corning 220 Downey Single Rinse 221 Duracell 210 E Enterprise-Rent-A-Car 89, 109 ESPN 65, 144 Exxon-Mobil 168 F Facebook 128, 142, 144 FedEx 140, 184, 189, 200 FiberOne 109 Ford 23, 31, 32, 65, 70, 72, 77, 88, 145, 154, 234 Frito-Lay 212 G Gallo 224, 225 Gap 13, 157, 220 Gatorade 109, 149 Geek Squad 89, 100, 109, 121 Geely 224 General Mills 132 General Motors 32, 65, 71, 99, 100, 124, 154, 177, 184, 185, 186, 197, 210, 219, 220, 224 Gillette 92, 109–111, 154, 176, 199, 216, 236, 243 Google 13, 32, 68, 100, 109, 184, 235 Gucci 213 H Habitat for Humanity 137, 189, 190 Hallmark 34, 57, 61, 79 Harley-Davidson 13, 30, 60, 62, 81, 100, 101, 133, 135, 143, 212 Harrah’s 166 Heineken 144, 165 Heinz 72, 78 Herbal Essence 143, 198 Hershey 210 Hilton 100, 203 Hobar 132, 145 Holiday Inn 72, 225 Home Depot 61, 118, 137, 143, 189, 190, 213 HP 33, 169 Hyatt 3, 81 Hyundai 32, 122, 123, 135, 178, 179 I IBM 13, 23, 32, 33, 33, 55, 58, 62, 71, 87, 164, 185, 210, 213, 230 IDEO 89 IKEA 89, 211 In-N-Out Burger 176 Intel 98, 219 Interbrand 32, 240 J Jack Daniels 32 JC Penney 142 Jeep 57, 62, 197 Jell-O 109 Jergens 81 JetBlue 87 Jiffy Lube 119 Johnson & Johnson 168 Joie de Vivre 57 Joint Juice 90 K Kaiser Permanente 100, 134 Kashi 68, 184, 210 Keurig Kevlar KFC 153 Kirin 88, 174 KitchenAid 73 Kmart 81 Kraft 20, 77, 82, 106, 200 L L. L. Bean 25, 166, 169, 176 L’Oreal 116, 200 Lacoste 213 Lancome 197 Lee Jeans 34 LEGO 184 Levi Strauss (Levi’s) 34, 62, 79, 124, 212 Lexus 23, 58, 65, 71, 81, 89, 105, 121, 223, 224 Lipton 214 Lone Star 72 Luna 87, 124 M M&M's 99, 110 Marriott 23, 68, 222 Mayo Clinic 71, 188 McCafe 175, 215 McDonald’s 2, 23 32, 73, 175, 189, 190, 215, 216, 232 McKinsey 58 Mercedes 13, 23, 34, 57, 62, 123, 219, 225 Method 184 MetLife 23, 56, 60, 189 Michelin 57, 188, 214 Microsoft 3, 32, 59, 63, 91, 164, 203, 206 Miller Lite 58 Millward Brown 32 MINI Cooper 89, 222 Morton 36 Mr. Clean 210 Muji 60, 69, 89, 155, 184 N NASCAR 140, 146, 184, 189 Nature Valley 188 Nestle 124, 178, 199, 205, 206, 230, 232 Nike 23, 32, 60, 86, 140, 175, 178, 187, 189, 197, 211 Nordstrom 53, 75, 87, 97, 166, 168 Nyquil 210 O Ocean Spray 197 Odwalla 89 Olay 49, 81 Old Navy 220 Old Spice 187 Oldsmobile 205 OnStar 100, 196 Opel 72, 205 Opus One 82 Oral-B 98 Oscar Meyer 130 Owens Corning 189 P P&G 2, 25, 29, 49, 65, 73, 116, 121, 165, 168, 198, 222, 225, 228, 234, 235 Pampers Village 87, 102,127, 133, 135, 145, 188, 234, 236 Panasonic 44, 74, 187 Pantene 124, 198, 232, 236 Patagonia 13, 23, 63, 74–75, 87, 168, 184, 187 Pedigree 190 Pepsi Cola 58 Pepto-Bismol 58 Perrier 178 PetSmart 75 Pizza Hut 118, 222 Planters 210 Porsche 57, 62, 79, 197, 225 Pria 124 Prius 74, 89, 92, 99, 109 Prophet 19, 246, 248 Purina 205 Q Quaker Oats 81 R Red Bull 62, 87, 135, 147, 184 Reeves, Rossor 158 REI 58, 61, 81 S Sainsbury 222 Saks Fifth Avenue 118, 143 SalesForce.com 23, 86 Samsung 2, 66, 123, 186, 189, 199 Schlitz 31, 240 Schwab 36, 61, 68, 81, 87, 100 Sephora 82, 135, 136, 145 ShoeDazzle.com 143 Siebel 87 Siemens 225 Silicon Graphics 89 Singapore Airlines 13, 23, 57, 87, 123, 144, 155, 225 So-Be 89 Sony 52, 91, 99, 187, 213 Southwest Airlines 23, 57, 69, 87 Starbucks 41, 82, 144, 175, 184, 191, 210, 223 State Farm 70, 107, 189 Subaru 77, 155 Subway 109,142 Sun 89 Sunkist 214 Sun-Maid 58, 79 Swatch 212 T |