Strategic Brand Management, Fourth Edition

C

• Campbell, William I., 165

• Campbell’s Soup, 58, 82–83

• Candler, Asa, 34

• Cannibalization, 416–417, 423

• Canon, 127

• Carpenter, Gregory S., 246

• Cash cows, 367

• Catalog retailers, 172

• Categorical brand recall, 315

• Categorization perspective, 431–432

• Category benefits, 58

• Category coherence, 433

• Category expected life analysis, 347

• Category extension, 420

• Category extensions, 364

• Category leaders, 82

• Category management, 285

• Category points-of-parity, 56

• Cause marketing, 234, 387, 537

  • advantages of, 395–396

  • benefits of, 395–396

  • brand equity and, 395–398

  • designing programs, 396–397

  • green marketing, 397–398

• Celebrity endorsement, 250–254

  • guidelines for, 253–254

  • potential problems of, 251–252

• Centralization, 493, 507

• Chang, Dae Ryun, 342

• Channel strategy, ...