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
Centralization, 493, 507
Chang, Dae Ryun, 342
Channel strategy, 171–181
channel design, 171–173
channel support, 175
company-owned stores, 177–179
cooperative advertising, 176–177
direct channels, 177–179
indirect channels, 173–177
push and pull strategies, 173–174
retail segmentation, 176
web strategies, 180
Characters, 128–130
benefits of, 129–130
cautions on, 130
creative/strategic thinking for, 132
Chernev, Alexander, 439
Chief brand officer (CBO), 283
Chief marketing officers (CMOs), 103
China, 510,
513–515
emerging local leaders, 514
foreign interest in, 513–514
global strategy of, 515
growing consumer class, 513
Chivas Regal, 467
Chobani, 405
Choice, 46
Chrysler, 87
Cisco, 10–11, 374
Clark, Bruce, 281
CLIF Bar, 151
Clorox, 435
Coach, 468
Coca-Cola, –, 34, 209, 343–344, 494–495, 498–499, 508
Cohen, Dorothy, 143–144
Coldplay, 451
Colgate Total, 529
Colgate Wisp, 122
Colgate-Palmolive, 498, 508
Colvin, Geoffrey, 98
Commitment, 323
Commodity business, 153
Commodity product, 10
Commonality, 221–222
Commonality leveraging strategy, 235
Communicability, 59
Communicate, 68
Communications strategy, 497–498, 530–531
Community, 93, 96
Company brand, 370–371
Company-owned stores, 177–179
Comparison tasks, 302
Competence, 543
Competition, 28, 53–54, 490
Competitive analysis, 53
Competitive factors, brand extension candidates, 428
Competitive frame of reference, 57–58
Competitive leverage, 421
Competitive points-of-parity, 56
Complementarity, 222, 235, 523
Completion tasks, 300
Comprehension, 192
Conceptual combinations, 245
Conformability, 222
Conjoint analysis, 339–340
Conley, Chip, 303
Conlon, Jerome, 66
Consideration advantages, 46, 96
Consistency, 523
Consumer decisions, 46
Consumer dialogue, 158
Consumer guides, 24
Consumer needs, 488
Consumer price perceptions, 163–164
Consumer promotion, 204–207
Consumer purchase motivation, 46
Consumer research, 309
Consumer-based brand equity
brand dynamics, 323–324
CBBE model and, 324
comprehensive models of, 323–324
equity engine, 323–324
pyramid model, 79
Consumer-brand relationship, 321
Contact, 152
Contribution, 221
Converse, 26
Cook, Scott, 11
Cooperative advertising, 176–177
Copy testing, 196
Copyrights,
Core benefit level,
Core brand associations, 268, 411
Corporate (family) brand tracking, 272–274
Corporate brand, 10, 11, 235–238, 388, 541
Corporate brand equity, 380
Corporate brand level, 370–371
Corporate brand personality, 381
Corporate branding, 380–392
brand equity, 380
brand personality, 381
social responsibility, 386–387
Corporate credibility, 95–96, 385–386
Corporate expertise, 385
Corporate factors, brand extension candidates, 428
Corporate image, 272–274, 371
Corporate image associations, 383
Corporate image campaigns, 387–389
Corporate image dimensions, 381–386
attributes, benefits, attitudes, 381–383
corporate credibility, 385–386
people and relationships, 383–384
values and programs, 384–385
Corporate likeability, 385
Corporate name changes, 390–392
Corporate reputations, 382
Corporate societal marketing (CSM), 395–396
Corporate sponsors, 258–259
Corporate trademark licensing, 250
Corporate trustworthiness, 385
Correlational points-of-parity, 56
Cost, 28, 222
Cost approach, 346
Cost-per-click, 209
Cottrill, Geoff, 26
Counterfeiting brands, 118, 144
Country of origin/geographic areas, 238–241
Courtesy, 543
Coverage, 220–221
Crawley, Dennis, 217
Crayola Crayons, 155, 360
Creative strategy, 194
Credence goods,
Credibility, 95–96, 385–386, 411
Crisis marketing, 476–478
Cross-category assortment, 242
Cultural events, 254–255
Cultural segments, 32, 483–484
Customer diversity, 530–531
Customer empowerment, 532
Customer equity, 106–108
Blattberg and colleagues, 107
brand equity vs., 108–109
defined, 106
Kumar and colleagues, 108
maximizing of, 98
Rust, Zeithaml, and Lemon, 107–108
Customer experience management (CEM), 154
Customer lifetime value (CLV), 106–107
Customer mind-set, 101–102
brand activity, 102
brand associations, 101
brand attachment, 102
brand attitudes, 101
brand awareness, 101
Customer service programs, 160
Customer visits, 309
Customer-based brand equity (CBBE), 40–43.
See also Brand building; Global customer-based brand equity
brand awareness, 45–48
brand equity as bridge, 42–43, 324
brand image, 48–51
brand knowledge, 43–45
brand priorities, 528–532
defined, 40–41
differential effect of, 41
global customer-based brand equity, 491–492
response to marketing, 41–42
sources of, 45–51
summary of, 520–522
tactical guidelines, 522–525
Customer-centered brand management, 98
Customer-focused corporate image association, 383–384
Customer(s)
acquisition of new customers, 471–472
brand line extensions and, 411
brand schematic, 440
confusion/frustration of, 413
engaged customers, 94, 96, 396
knowledge and awareness of, 24–25
risk perceived by, 408
Customization, standardization vs., 493–499
CVS, 53, 162
Cybersquatting, 127, 144
Cyrix, 102
