Offensive actions, 64
Office Depot, 309
Old Spice, 28
Oliva, Terence A., 340
Olivetti, 23
OMEGA, 292
100-Calorie packs, 137
Online service quality, 540
Opt-in advertising, 217
Option value of brands, 109
Oreo brand, 484
Outlet stores, 171
Outpost.com, 48
Overbranding, 542
Overstock.com, 392
Owned media, 211
Ownership effect, 439