... 206–209Humility, 15 19 , 17 6Humor, 53–54Identity:distinguishing characteristics of, 18 3 18 4significance of, 9 11 Image protection, 88Imagination, 17 3 17 4Imitation brands, 60– 61, 14 9, 17 7Informational ... bashing, 18 7 18 8Brand billboards, 13 3 13 7Brand boxes, 16 6 16 8Brand Builders, Final Big 10 , 210 Brand Building Beliefs, 21, 55, 81, 10 2, 11 9, 14 4, 15 8, 18 0, 19 5, 209 217 ccc_hilicki_ind_ 217 -2 21. qxd ... 10 9Courage, 83, 10 2Creativity, 12 8 13 2Credibility, 19 0Crises, impact of, 16 6Criticism, impact of, 66, 91 92Curiosity, 83, 10 2Customer contact, 18 5 18 6, 200 218 INDEXccc_hilicki_ind_ 217 -2 21. qxd...