Skip to content

Brand Stretch: Why 1 in 2 Extensions Fail, and How to Beat the Odds
Stock Photo: Cover May Be Different

Brand Stretch: Why 1 in 2 Extensions Fail, and How to Beat the Odds Hardcover - 2005 - 1st Edition

by Taylor, D

  • Used
  • Hardcover

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
Used: See description
NZ$6.04
NZ$26.85 Shipping to USA
Standard delivery: 7 to 20 days
More Shipping Options
Ships from Anybook.com (Lincolnshire, United Kingdom)
The BIBLIO Guarantee | Ask Seller a Question

Details

  • Title Brand Stretch: Why 1 in 2 Extensions Fail, and How to Beat the Odds
  • Author Taylor, D
  • Binding Hardcover
  • Edition number 1st
  • Edition 1
  • Pages 178
  • Volumes 1
  • Language ENG
  • Publisher John Wiley and Sons, Somerset, New Jersey, U.S.A.
  • Date 2005
  • Illustrated Yes
  • Features Bibliography, Dust Cover, Illustrated, Index, Table of Contents
  • Bookseller's Inventory # 8663928
  • 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 Anybook.com Lincolnshire, United Kingdom

Biblio member since 2004
Seller rating: This seller has earned a 5 of 5 Stars rating from Biblio customers.

Established in 1998 Anybook.com. has sold millions of scholastic books to university libraries, academics, students and reflective bibliophiles throughout the world. As the majority of our books are ex-library they are well bound, in good, clean condition and ideally suited for study and research. Our books cover a huge range of academic disciplines from Mathematics, Science and Philosophy to Art and Literature as well as many works in other European languages.

Terms of Sale:

Based in central Lincoln, Anybook.com. sells exclusively online. We specialise in academic works. All our books are in good condition or better, unless otherwise described. We will respond to your enquiry promptly and mail books out within 1 working day. We use reputable couriers at greatly discounted postage rates. As well as Visa and Mastercard, we also accept Switch, Discover and Solo. We also accept Paypal (www.paypal.com) payments. Other methods of payment are possible but please email us for details. Remember if you are unsatisfied in any way with any purchase, we will give you a complete and unconditional refund. E-mail us if you have any questions about the service we offer. Please be aware our prices and shipping costs do not include local import taxes which may need to be paid by the customer upon receipt.

Browse books from Anybook.com

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.

Categories

About the author

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 of today.
He began his career in brand management with Procter & Gamble and Sara Lee before completing an MBA at INSEAD, France. He then started and successfully grew the Paris office of Added Value, Europe's leading marketing consultancy.
His first book, 'the brandgym: A practical workout for boosting brand and business' was published in 2002 and quickly became Amazon UK's best selling branding title. He has also written many articles for Marketing, Brand Strategy, Marketing Business and Market Leader, and is a regular speaker at branding conferences.

Hang on… we’re fetching the requested page.