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A

Adidas, 17, 127, 135, 202, 213, 215, 332

AEG, 374

Air France, 133, 427-428

Ambre Solaire, 282, 342,426

AOC, 288

Apple, 28, 105-106, 113,115,136, 138, 144,357

Asda, 141, 293

В

Bacardi, 67, 91, 100, 140-141, 155, 248, 392

Benetton, 111, 113, 129, 149,207,211,414

Bic, 83, 129, 164, 166, 220-222, 230, 238, 240, 244, 255, 264, 280, 289

BMW, 32, 52, 95, 242, 374, 393, 407 Bosch, 244, 374

British Airways, 133, 188-189, 270 British Gas, 225, 339

British Petroleum (BP), 328, 338 British Plaster Board (BPB), 60, 300 British Telecom, 340

Buitoni, 17,79,323,421

С

Cacharel, 90, 208, 264, 375

Carrefour, 54, 72, 122, 133, 141, 188, 244, 256, 291, 292, 294, 341, 364, 370, 384

Caterpillar, 34, 219, 226 CGEA Transport, 61-62, 345

Citroen, 51, 53, 110, 135, 209, 309, 317-318, 321, 332 Club Mediterrane (Club Med), 208-209

Coca-Cola, 69, 318, 369, 374, 377-378, 384, 388, 411-412, 424 CRM (Customer Relationship Management), 15, 77, 153, 199

D

Damart, 257, 353-354 Dannon, 164, 364, 379, 394

Danone,28,48,79-80,91, 110-111, 127, 138, 179, 190,224, 245, 250, 284, 298, 313, 326, 328, 336, 362, 366, 379-381, 389-390, 394, 396

Decathlon, 120, 125-127, 321, 357

Dell, 16, 49, 59, 84, 120, 184, 374 Dior, 74, 106,265,276,427 Dove, 100-102,252

E

EBIT (Earnings Before Interest and Tax), 24, 410,423

Electrolux, 57, 326-327

Elida-Faberge, 327

Elnet, 168, 297

Elseve, 168, 297, 299, 341, 397

Essilor, 42, 83-84

Estee Lauder, 58, 151, 374, 381

EVA (Economic Value Added), 25, 358, 408,410, 423,425,

427

Evian, 42, 102, 105,115, 161, 169-170, 205, 207, 216, 219-

220,261,264,308-309

F

Feria, 426

Feta, 53-54

FMCG (Fast Moving Consumer Goods), 27, 60,148

Ford, 38, 115, 158, 242, 311, 348, 363

Model T, 46, 363

Fructis, 282-283, 310,426

Предметный указатель

G

Gamier, 165,210,272,282-283,321,342,385,388-389,395,426

General Motors (GM), 40, 68, 92,170,192,284, 305,401

Graphic, 210,282,426

H

Heineken, 18, 378

Henkel, 227, 328,366

Hera, 391

Hermes, 114,233,234,265-266,415

Hewlett-Packard (HP), 17,219

Hugo Boss, 74,114

HaagenDazs, 185

I

IAS (International Accounting Standards), 411-412

IBM, 17,26,66,106,115,143,189,202, 219

Insead, 67-68

J

Jack Daniels, 100,102,105,118,154,202,375

Jacob's Greek, 64-65,148,179

Jaguar, 38,47, 393

439

Marlboro, 18,32, 84,101,127,143,181,362,375, 392

Marlboro Classics, 226, 245,352

Mars, 102,105,115,117,157, 216, 234, 253, 264, 298-299,

325-326,330-331,365

Maybelline, 309-310, 317,328,375,385-386

McDonald's, 54,101,155,173, 362, 389,394, 398,399

Mercedes, 66,93,105,113,135,168, 200-201, 218, 245,248,

280,314,356,374

Michelin, 28,67, 88,115,123, 202,226,305-306, 315-316

Monarch, 72

Moulinex, 106,161,211

N

Naf-Naf, 34

Nana, 401-402

Nescafe, 149,176

Nestle, 17,41, 79-81,92-93,105,115,118,122,138,189,

191, 217, 223-224, 245, 255, 259, 264, 281, 298, 313, 323,

335-336,369, 386, 392,421,426

Nike, 65,78,82,106,115,126-127,134,145,168,172,187,

207, 259, 362, 374

Nina Ricci, 51,95,208,265,375

Nivea, 83,117,123,163,168,199-200, 227-228, 251,260,

280,288,297, 319,322, 359, 396,400

«дух Nivea», 261,400

Nokia, 25

Nuts, 115,273,281,323

440

R

R&D (Research and Development), 15,161, 180, 275 Ralph Lauren, 74, 82,167,187-188, 201,219, 368, 375 Renault, 92,115, 200, 201, 219, 303, 320, 367

Ricore, 145

ROI (Return on Investment), 120

Roche-Posay, la (LRP), 150, 171, 229, 251, 310, 327, 337

s

Shell, 78,114, 328, 338, 345, 387

Siemens, 216, 374

Sony, 40, 45, 49, 51, 142, 191, 255, 280, 398

Synergie, 282-283

T

Toshiba, 56-57,138-139,279, 296

U

Ultra Doux, 208-283

Unilever, 39, 298, 327, 347, 367, 378, 394, 415

V

Valeo, 244

Velux, 38, 311,389

Virgin, 25, 71,115,152,182, 216, 268-270 Virgin Atlantic, 166

Vichy, 58, 158, 171, 246, 262, 310, 351 Vittel, 42, 88

Volkswagen (VW), 47, 49, 83, 116, 347, 356, 366, 399 Beetle, 83,116-117,142,202, 347

Volvo, 21, 24, 43, 52-53, 100, 117, 166, 179, 269, 311, 316

w

Wal-Mart, 118, 141, 341, 391, 394

Whirlpool, 57, 79, 142,147, 256, 304, 311, 326, 332-335

Y

Yves Saint Laurent (YSL), 73,106, 265, 281, 326, 353

Предметный указатель

А

Адаптация бренда, 179, 202, 215, 259, 305, 376-377, 379, 385-387, 397

Активизация бренда, 88,141 Активы бренда, 24-25, 27, 71, 83, 224, 236, 245, 251, 258,

346, 348, 359, 388 Актуальность бренда, 47, 89, 216, 225, 251, 354, 361, 364,

388, 390 Анализ ступенчатый, 399

Архитектура бренда, 209, 224, 227, 252, 261-262, 272, 276, 284, 287-288, 291, 295, 297, 298, 300, 392, 395-397, 426

«Атмосфера» (atmospherics), 86

Б

Баланс «местный-глобальный», 385-387 Бренд, 15,17-23,49,413,423

ассортиментный (range brand), 272, 276-278, 287,292 внутренний, 404-406,411 горизонтальный, 168 групповой, 298

дистрибьюторский, 119-121, 123-125 дочерний, 209-210, 227-228, 281, 318-319, 351, 363364, 395, 398, 426-427

зонтичный (umbrella brand), 272, 278-280, 292 интегрируемый бренд (integrated brand), 315 интегрирующий бренд (integrating brand), 315 исходный (source brand), 272,281-284 корпоративный, 38-40, 48, 60, 298-302, 301-302, 345 независимый бренд (independent brand), 315 поддерживаемый бренд (endorsed brand), 315 поддерживающий (endorsing brand), 272, 284-285 подражатель, 292-293 поперечный, 296-197

родительский, 102-103, 168, 218, 221, 236, 239, 243, 261, 262, 281-282, 291, 395-396, 426

страсти (passion brand), 126, 319, 321 товарной линии (line brand), 272, 275-276,292

товарный (product brand), 272-275,292, 301-302, 315, услуг, 338-339

флаговый (banner brand), 291-293 Бренд — культура, 105, 288 Брендукт (branduct), 27Ъ

В

Влияние бренда, 18, 22-24, 26, 30, 48, 60, 255, 307, 353, 407, 409-410, 426

Возрождение бренда, 200, 347,349, 355-359 Выравнивание бренда, 41, 59, 62,173 Выражение бренда графическое, 94-95, 294, 333