Description:
John Wiley and Sons, 2005. This is an ex-library book and may have the usual library/used-book markings inside.This book has hardback covers. Clean from markings. In good all round condition. Dust jacket in good condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,650grams, ISBN:9780470862117
Stock Photo: Cover May Be Different
Brand Stretch: Why 1 in 2 Extensions Fail and How to Beat the Odds Hardcover - 2004 - 1st Edition
by David Taylor
Summary
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 and techniques to stretch a brand successfully.
From the jacket flap
David Taylor's insightful and inspiring look inside the world of brand stretch reveals the real reasons for the poor success rate in this area and provides a practical programme to help boost your chances of success. The 'brand added value' approach ensures that extension efforts focus on promising and delivering compelling, competitive consumer benefits.
Designed in a highly practical format, Brand Stretch proposes a program of six step-by-step 'workouts' that provide powerful tools and tips on how to start applying them to your business tomorrow:
- Strengthen the core: how a strong core product forms the foundation for stretch
- Vision: developing an ambitious vision to guide and inspire stretching
- Ideas: insight catalysts to help fuel extension idea creation
- Focus: doing fewer, bigger and better extensions to drive growth
- Delivery: using excellent execution to supercharge smart strategy.
- Architecture: organizing the extended range to aid consumer choice
Brand Stretch demonstrates the dos and don'ts of brand extension with many stories of success (and failure) including Dove, Virgin, Bud Light, Pampers, easyGroup, Bacardi and Starbucks. It is invaluable reading for anyone interested by or involved with brand extension.
Details
- Title Brand Stretch: Why 1 in 2 Extensions Fail and How to Beat the Odds
- Author David Taylor
- Binding Hardcover
- Edition number 1st
- Edition 1
- Pages 178
- Volumes 1
- Language ENG
- Publisher Wiley, Somerset, New Jersey, U.S.A.
- Date April 16, 2004
- Illustrated Yes
- Features Bibliography, Dust Cover, Illustrated, Index, Table of Contents
- ISBN 9780470862117 / 0470862114
- Weight 1.19 lbs (0.54 kg)
- Dimensions 9.74 x 7.46 x 0.72 in (24.74 x 18.95 x 1.83 cm)
- Library of Congress subjects Branding (Marketing), Brand name products - Management
- Library of Congress Catalog Number 2003025486
- Dewey Decimal Code 658.827
About the author
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Brand Stretch: Why 1 in 2 Extensions Fail, and How to Beat the Odds
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Brand Stretch: Why 1 in 2 Extensions Fail, and How to Beat the Odds
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Wiley & Sons, Incorporated, John, 2004. Hardcover. Very Good. Former library book; May have limited writing in cover pages. Pages are unmarked. ~ ThriftBooks: Read More, Spend Less.Dust jacket quality is not guaranteed.
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by David Taylor
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Hardback. New. 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.
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Brand Stretch: Why 1 in 2 extensions fail, and how to beat the odds: A brandgym workout
by David Taylor
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John Wiley & Sons Inc, 2004. Hardcover. New. 1st edition. 178 pages. 9.25x7.50x0.50 inches.
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Brand Stretch: Why 1 in 2 Extensions Fail, and How to Beat the Odds
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hardcover. Good. Access codes and supplements are not guaranteed with used items. May be an ex-library book.
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Brand Stretch: Why 1 in 2 Extensions Fail, and How to Beat the Odds
by Taylor, David
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