... successful, 11 value, 86 Brand-customer relationship, 10 Branding, 7 Brand management myopia, 13 Brand manager, role of, 82, 16 1 Branson, Richard, 10 , 12 , 18 7 Braun, 83 Brighthouse, 28 British Airways, ... 4–5 pay-for-performance basis, 63 Alberto Culver, 51 Allied Van Lines, 75 Amazon.com, 12 , 84, 14 6, 15 5 American Airlines, 33 American Express, 14 , 71 America Online (AOL), 86 Analytics, 80–82 Anchoring, ... it stands with respect to each marketing trend. 18 2 Marketing Insights from A to Z alue 18 3 The marketing job is to create, deliver, and capture customer value. What is value? Value primarily...