Fader, Peter, 349
Farquhar, Peter H., 436
Farrelly, Ryan, 57
Feasibility, 59
Febreze, 466
Federal Express, 89
Federal Trade Commission (FTC), 35
Fedorikhin, Alexander, 434
Feel marketing, 154
Feelings, 81, 96. See also Brand feelings
Fehle, Frank, 353
Filo, David, 127
Financial Accounting Standards Board (FASB), 353
Financial commitment, 24
Financial risk, 7
Flagship product, 377
Food Marketing Institute (FMI), 414
Fornell, Clas, 353
Forward buying, 170
4 Ps (product, price, place, promotion) of marketing, 159
Foursquare, 217
Fox, Richard J., 437
Franchise extension, 411
Frank, Sidney, 256
Fun, 91
Functional risk, 7
Function-oriented brands, 432
Fund raising, 343
Funnel stages and transitions, 52
Future Brand, 20