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Brand Stretch: Why 1 in 2 Extensions Fail, and How to Beat the Odds
David Taylor
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€ 32.16
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Description for Brand Stretch: Why 1 in 2 Extensions Fail, and How to Beat the Odds
Hardcover. Stretching the Brand offers practical and actionable advice on how to extend successful brands into new areas without losing sight of the value of the original brand itself. Examples of brand stretching include Dove soap, which has now been extended to the shampoo and deodorant markets. Num Pages: 178 pages, Illustrations :. BIC Classification: KJS. Category: (P) Professional & Vocational. Dimension: 246 x 196 x 19. Weight in Grams: 538.
Stretching the Brand offers practical and actionable advice on how to extend successful brands into new areas without losing sight of the value of the original brand itself. Examples of brand stretching include Dove soap, which has now been extended to the shampoo and deodorant markets. This book presents a single-minded focus on brand stretching that covers topics not found anywhere else, such as how to launch brand extensions and support them.
Stretching the Brand offers practical and actionable advice on how to extend successful brands into new areas without losing sight of the value of the original brand itself. Examples of brand stretching include Dove soap, which has now been extended to the shampoo and deodorant markets. This book presents a single-minded focus on brand stretching that covers topics not found anywhere else, such as how to launch brand extensions and support them.
Stretching the Brand will help companies increase their chances of winning by looking at the lessons learnt from both successes and failure in brand stretching. It provides the tools ... Read more
Show LessProduct Details
Format
Hardback
Publication date
2004
Publisher
John Wiley & Sons Inc United Kingdom
Number of pages
178
Condition
New
Number of Pages
178
Place of Publication
New York, United States
ISBN
9780470862117
SKU
V9780470862117
Shipping Time
Usually ships in 7 to 11 working days
Ref
99-50
About David Taylor
David Taylor is Founder and Managing Partner of the brandgym, a consultancy helping teams develop action-oriented brand strategies. He has worked with many highly acclaimed and well-respected companies such as Unilever, SAB Miller, Danone, Cadburys and Blockbuster to help them boost brand and business performance. He was recently named by the CIM as one of the 50 leading marketing thinkers ... Read more
Reviews for Brand Stretch: Why 1 in 2 Extensions Fail, and How to Beat the Odds
“This is essentially a useful guide for brand managers in organisations without long-term wisdom.” (Brand Strategy, May 2004) “If this review were to be only two words, they would be 'Buy this!' [this] book is an essential, authoritative and easy-to-understand..” (Media Week 4 May 2004) "...an admirable book..." (Management Today, March 2004)