Index
Aerosmith, 18 angel fans, 154–155 brand discipline, 159–160 brand evolution, 149 branding process, 155–156 brand reinvention, 160–162, 163–164, 170–172 concert gross, 39 fan inheritance, 153–154 fan relationships, 168–170 marketing of, 151–154 reverse customer intimacy, 166–167 success of, 147–149, 158–159 success strategies, 149 Affective attitudes, 38 Angel fans, 18, 154–157, 214 Apple computer, 156 Baby boomer(s): brand promotion to, 134–135, 137–139, 227–230 consumer spending of, 137, 224–227 growth of population segment, 135–136 Band loyalty, 2–3, 23–25, 169–170 Bartley, Jock, 8 Behavioral attitudes, 38
Bogart, Neil, 102–103 Borrow from the best, 223–224 Brand authenticity: importance of, 201–202 of Kraft, 210–211 of Madonna, 176–177 of Victoria’s Secret, 194–195 Brand collaboration, 85 Brand evolution, 57–59, 86–88 of Aerosmith, 149 of Cadillac, 139–140 of Elton John, 75–76 of Kraft, 210 of the Rolling Stones, 124–127
success strategies, 86–88,
144–145, 216–218
Branding process: acceptance rate, 41–45 of Aerosmith, 155–156 borrow from the best, 223–224 of Cadillac, 143–144 creating successful brands, 204–206, 213 customer relationship management (CRM) programs, 7, 53–54, 166–167 emotional elements, 70–71, 85–86, 230 of Elton John, 65–66, 70–71