Race, 86
Randall, T., 439
Rangaswam, Arvind, 340
Range brands, 371
Rank Hovis McDougal (RHM), 345
Rao, Vithala R., 353
Rapaille, G. C., 302
Rapoport, Carla, 506
Ray, Rachael, 17
Reacting, 65
Reagan, Ronald, 250
Reasons to believe (RTBs), 56
Redox, 473
Rego, Lopo L., 353
Regulatory focus, 440
Reibstein, D., 439
Relate marketing, 154
Relationship equity, 107
Reputation, 382
Research. See Qualitative research techniques; Quantitative research techniques
Responsiveness, 543
Retail stores, 171
Retro-advertising, 454
Retro-branding, 454
Return of marketing investment (ROMI), 264
Risk profile, 103
Risks in product decisions, 7
Roberts, John, 270
Role of branding index (RBI), 349
Rolling Stone magazine, 498
Rolls-Royce, 155
Rorschach test, 300
Ross, William T., Jr., 440
Roux, Michel, 199
Royal Mail, 392
Royalty Relief Methodology, 346
Russell, Gary J., 341
Ruth, Julie A., 245