Brand Stretch : Why 1 in 2 Extensions Fail, and How to Beat the Odds.

Stretching the Brandoffers 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 pre...

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Bibliographic Details
Main Author: Taylor, David
Format: eBook
Published: Chichester : John Wiley & Sons, 2004.
Online Access:Click for online access