AC2ID framework 55, 61, 62–63, 64
adaptive paradigm 252f, 253, 254
Adbusters 221
advertising 38–39, 215–16, 218
American Marketing Association (AMA)
9, 37
animism 156–57, 165
anthropological research 25, 64, 70
anti-brand activities 208, 212, 222, 223,
224, 231–32, 235
Apple 117, 182, 184
Apple Newton brand community 184, 189
archetypes 130–32, 157
association networks 92–93, 94–95, 96–97,
101, 102b, 105–6
Big Five personality traits, modified 122,
123f, 129, 130f, 132, 139–40, 157
Body Shop 63b
brand, definition of 9–10
brand architecture 10
brand attitudes 93f, 94
brand audit 10
brand awareness 92, 93, 93f, 95, 98, 101,
104–5, 108
brand centrality dimension 251–52
brand communities: anthropological research
25; brands attracting 201–2;
‘consciousness of kind’ 188–89, 190, 191;
construct 182, 203, 204; definition of 187;
facilitation of 199–200, 201f; geographical
dispersion 188–89; legitimacy 188f, 189;
observing 197–99; oppositional brand
loyalty 188f, 189; personal experience of
203–4; ‘sense of moral responsibility’ 189,
190, 191; ‘shared rituals and traditions’
188f, 189, 190, 191; subcultures of
consumption 186–87, 190–91; see also
community approach
brand-consumer exchange: community
approach 183–84; consumer-based
approach 85–86; cultural approach
210–11; economic approach 32–34;
identity approach 52–54, 77, 78, 79;
personality approach 120, 144f;
relational approach 154–55, 163
brand culture 11; see alsocultural approach
brand equity 11, 21, 37, 87, 88f;
association networks 92–93, 94–95,
96–97, 101, 102b; attributes 93f, 94;
benefits 93f, 94; brand attitudes 93f, 94;
brand awareness 92, 93, 95, 98, 101;
brand equity pyramid 4; brand image 92,
93, 94, 108; brand knowledge 93; brand
recall 93; brand recognition 93;
definition of 92, 113; direct/indirect
approaches 100–103; favourability 95,
97b; functional 93f, 94; measuring
100–102; projective techniques 101;
strength 95, 97b; symbolic 93f, 94;
uniqueness 95, 97b
brand essence 11–12
brand extension 12, 259n2
brand genealogy 12
brand icons 12, 208, 212, 217–18; see also
cultural branding; iconic brands,
management of
brand identity 12–13, 48, 55, 60–63, 69,
74–76; see alsoidentity approach
brand image 5, 13, 68–69, 92, 93, 94, 108,
213–32
brand knowledge 93, 110–11, 113
brand loyalty 13, 160, 172, 184, 197;
oppositional 188f, 189
brand management paradigms 257;
adaptive paradigm 252f, 253, 254; brand
centrality dimension 251–52; customer
centrality dimension 251–52; productSubject Index