emotional branding model 255, 256
ethnographic methods: creative
interpretation 194–95; cultural approach
226; data collection 192–93, 196,
197–98; ethnographic studies 195–96b,
226; ‘going native’ 193; insider/outsider
dilemma 193; organizational culture,
study of 68; research drafts 194;
researcher participation 192, 193, 196;
socio-cultural approach 184–85, 187
extended case method 226
factor analysis 136
fast moving consumer goods (FMCGs) 30,
201, 202b
Ford 141b
Four Ps 30; identity approach 49; as
‘infallible’ guide 37
Hallmark 141b
Harley-Davison bikers 187, 193
heuristic methods 64, 70, 92, 104, 106
iconic brands, management of: brand
manager abilities 230–31b, 231–32, 235;
brand reputation 230; communication
230; cultural contradictions 230; cultural
knowledge 229–30; myth building
228–31, 230, 234–35; strategy,
composing 229, 230; see alsocultural
branding
identity approach 3, 23; AC2ID framework
55, 61, 62–63, 64; anthropological
studies 64, 70; brand-consumer
exchange 52–54, 77, 78, 79; brand
identity 48, 55, 60–63, 69, 74–76; brand
perspective 246; brand value creation
246; communication 50, 53; company,
total experience of 49, 50b; consumer
perspective 246; corporate branding
50–52; corporate identity 23, 48, 49–50,
53, 56–57, 65–68, 259n1; corporate
image 59; diversity of 64–65; do’s and
don’ts of 76–77b; employee
involvement 57–58, 75; heuristic
methods 64, 70; identity concepts
49–50b, 53–54, 54b; identity gaps,
aligning 72–74; image/reputation, study
of 68–69; key reading 246; key words
246; laddering techniques 68; ‘living the
brand’ 57–58, 75–76b; multidimensional
approach 53, 77; organizational identity
57–58, 65–68; organizational structure
75; as practitioner-led 48; projective
paradigm 252f, 253, 254;
quantitative/qualitative methods 68, 70,
246; reputation 59–60; scientific
tradition 246; stakeholder involvement
51–53, 54, 77, 78, 79; supporting themes
246; time of origin 246; value of 78–79;
vision/culture alignment 71–72
identity projects: collective 230; cultural
210, 212; individual 155
information-processing theory see
consumer choice theory
information sources 184, 199
intentional marketing, consumer dislike of
199, 200
interpretive stance 21–22
intertextuality 216, 225
interviews seedepth interviews
‘invisible hand’ principle 31, 32b, 33, 34,
35key readings, for approaches 246, 247, 248
key words, in brand management 9–17Lego 52b
Leo Burnett 148
Libress, and FMCGs 202b
life story methods 167–68
Likert scale 136
Linux 190macro-level culture 209–10, 211–12, 224,
226
‘market man’ (homo mercans)211, 212
marketing mix concept 23, 30, 37–39,
40–41, 42–44, 45
memory processes 88–91
methods, of approaches 246, 247, 248
mindshare model 220t, 236, 238–39, 240,
255, 256; see alsoconsumer-based
approach
MTV 141b
MySpace 190
myth building 228–31, 230, 234–35Napster 190
‘nerd’ factor 201
netnographic methods 195, 198
No Logo movement 213–14, 220–21, 224Oil of Olay 126
organizational culture: culture, views of
66; elements of 65; manifestations of 67;
qualitative study of 67–68; three-
perspective approach 66–67Subject Index 265