Labeling of brand extensions, 409
Lacoste, 462–463
Laddering, 63–64
Lane, V. R., 353, 438
Lane, Vicki R., 439
Lanham Act (1946), 35
LaPointe, Pat, 280
Las Vegas (branding of place), 20
Lauterborn, Robert F., 152
Lawson, Robert, 432
Leadership, brand leadership factors, 23–24
Learning advantages, 46
Lee, Yih Hwai, 510
Legal branding considerations, 143–145
counterfeit and imitator brands, 144
historical and legal precedence, 144
names, 144–145
packaging, 145
trademark issues, 144–145
Legal environment, 490
Lego, 211
Lehmann, Donald R., 341–342
Lemon, Katherine, 107–108
Lenova, 514
Levi Strauss & Company, 178–179, 425, 439, 509
Levin, Aron M., 245
Levin, Irwin P., 245
Levy, Keith, 197
Levy, Sidney J., 268
Licensing, 247–250
advantages/disadvantages of, 243
corporate trademark licensing, 250
entertainment licensing, 249
guidelines for, 250
merchandising licensing, 247–249
Likeability, 115
Line extension, 364, 411
Line extension trap, 416
Liz Claiborne, 341
L.L. Bean, 385
Logos and symbols, , 18, 127–128
Loken, Barbara, 436, 437, 438
L’Oréal, 409–410, 487
Louviere, Jordan, 342
Love/passion, 323
Low-end entry-level brand, 367
Low-involvement decisions, 46
Low-priced competitors, 28
Loyalty, 318
Loyalty ladder, 318
Loyalty programs, 161–162
Luxury branding, 86