Branded Customer Service: The New Competitive Edge

identification factor in brand choice, 26

identification of company's brand (exercise), 195–196

identity, 29–30, 161

image appeal of brands, 21

impact of branding customer service, 85–88, 101–103

incompetence, 136

induction, brand, 66–67

inertia, confusing customer satisfaction with, 119

influentials, 156

Influentials, The (Keller and Berry), 156

information/knowledge, 167, 182–183, 187

Innovators Solution, The (Christensen and Raynor), 96

In Search of Excellence (Peters and Waterman), 127

Inside-Out Branding, 101, 103–105, 113–114, 116–117, 131–132

in-store brands, 34

integrity, undermining of, 114

Intel, 160

interactions

brand-congruent service, 8

controlling human service, 44–45

customer-staff, 54, 108, 182

designing on-brand, 217

interest, likability as spark for, 119

internal brands, 96, 129, 138–141, 216

internal communication, 217–220

International Priority Mail, 40

Internet, word-of-mouth complaining, 51

introductions of new products, 42

investors, 33

Isle of Capri Casinos, 163–168

Ive, Jonathan, 36