Safety and security needs, 64
Sainsbury, 15, 182
Sales promotions, 204
Salience, 81, 95
Salomon, 232–233
Scent, 155
Schmitt, Bernd H., 153–154, 510
Schultz, Don E., 152
Schultz, Howard, 140
Search goods,
Secondary brand associations
awareness/knowledge of entity, 234
celebrity endorsement, 250–254
channels of distribution, 241
co-branding, 241–247
commonality leveraging strategy, 235
company associations, 235–238
complementarity branding strate gies, 235
country of origin/geographic areas, 238–241
guidelines for, 234–235
leveraging of, 430
licensing, 247–250
meaningfulness of knowledge, 234
Salomon example, 232–233
sporting, cultural, other events, 254–255
third-party sources, 256–257
transferability of knowledge, 234
Secondary meaning, 145
Security, 92
Segments. See Market segments
Seinfeld, 197
Seldin, Larry, 98
Self-actualization, 64
Self-branded ingredient, 245
Self-concept connection, 323
Self-construal, 440
Self-respect, 92
Selvadurai, Naveen, 217
Sense marketing, 154
Service effectiveness/efficiency, 85
Service empathy, 85
Service quality, dimensions of, 542–543
Serviceability, 85
Services/service business, 14–15, 153, 507, 542–543
Shareholder value, 98, 103
Shelf impact, 138
Shine, Byung Chul, 438
Shock advertising, 48
Shocker, Allen D., 245
Shopkick app, 218
Shopper marketing, 173
Shutterfly, 99
Sibilants, 123
Siegel, Robert, 462
Simmons, Carolyn J., 440
Simon, Carol J., 346–348
Simon, Hermann, 499
Simon and Sullivan’s brand equity value, 346–348
Simonin, Bernard L., 245
Simonson, Alex, 144
Singapore Airlines, 69, 246
Skype, 279
Small businesses, 544–545
Smart Car, 243
Smith, Daniel C., 433, 437, 439
Smith Corona, 458
Snapple, 350
SNICKERS, 195–196
Snuggle, 502
Social approval, 92
Social currency, 319
Social media, 27–28, 210–211, 320, 534
Social needs, 64
Social risk,
Socially responsible corporate image association, 385, 386–387
Sood, Sanjay, 433, 434, 436, 438, 439, 440
Specialty stores, 172
Sponsorship programs. See Eventmarketing and sponsorships
Sporting events, 254–255
Sports, arts, and entertainment, 18–19
Srinivasan, V., 340, 342
Sriram, S., 342
Standardization vs. customization, 493–502, 505–507
Star Wars, 19
Starwood, 91
Stevia, 139
Stock market, 352–353
Stock-keeping units (SKUs), 414
Store atmosphere, 242
Store brands. See Private labelstrategies
Store image, 242
Store-within-a-store, 179
Strategic brand management
brand marketing programs, 30–31
brand performance, 32
brand positioning, 30
building brand equity, 522
defining, 30, 520
guidelines for, 520–525
outcomes of brand equity, 522
process/main steps of, 30–32
sources of brand equity, 521
sustaining brand equity, 32
tactical guidelines, 522–525
Stuart, John, –
Subaru, 55
Sub-branding, 364–365, 375–376, 405, 424
Subway, 84
Sullivan, Mary W., 346–348, 437
Suning, 514
Super-branding, 439
Supply-side method, 215
Sustainability, 60
Swager, Andre, 154
Swait, Joffre, 342
Swaminathan, Vanitha, 437
Swann, Jerre, 144
Swatch, 243
Swyngedouw, Patrick, 353
Symbols and logos, 18, 127–128