Aaker, 6, 125, 144, 173, 195, 196, 252
ACORN, 65
Acquisition and merger, 233
Adair, 259
Adidas, 33, 207
Adolph Hitler, 114
Aguilar, 22, 126, 235
Air France, 30
Alliances and relationships, 231–39
Allison’s, 190
Alpert and Raiffa, 124
Alpha Romeo, 194
Amazon, 238
Analytical dimension, 249
Andrex, 196, 197
Annual planning, 288
Ansoff, 166,
matrix, 151
Ariel, 202
Aristotle, 309
Art of war, 39, 161
Assets and competencies, 232
Aston Martin, 29
Audi, 189
Auditing tools, 101
Austin, 208
Blackett, 197
Babycham, 194
Balanced scorecard, 9, 144, 145
Barbour, 198
Bay of Pigs, 117
Baylor College, 192
BCG strategic advantage matrix, 157
Beer and nappies example, 298
Behavioural:
dimension, 249
traits, 43
variables, 57, 66
Benchmarking, 287
Benetton, 201
Berry and Parasuraman, 266
Bhs, 26
Bic, 197
Biotechnology, 224
Bligh, 319
BMW, 91, 189
Bold, 202
Bonoma, 75, 257, 258
Bonoma and Shapiro, 83
Booz, Allan and Hamilton, 216, 226
Boston Consultancy Group, 156
Bould and Feletti, 319
Booz, Allen and Hamilton, 216
Brand:
company and individual, 203
core elements, 199
corporate, 201
equity, 195
extension, 205
extinction, 208
generic, 203
multi, 202
private (distributors own brand),
203
range, 203
repositioning, 206
revitalisation , 206
strategy, 177
stretching, 205
valuation, 195
Branding strategies, 202
British Airways, 30, 288
British Telecom (BT), 198
Britvic, 207
Brown and MacDonald, 204
Brown Human Neuroimaging
Laboratory, 192
Buckley, 184
Budgeting, 6, 283–86
Budgets:
activity based, 284
historic, 284
variance, 285
zero based, 284
Burberry, 322