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

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
Language:English
Published: Chichester : John Wiley & Sons, 2004.
Subjects:
Brand name products > Management.
Branding (Marketing)
Brand name products > Valuation > Management.
Product management.
branding.
Brand name products > Management
Brand name products > Valuation > Management
Product management
Online Access:Click for online access
Description
Summary: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 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 Brandwill help companies increase their chances of winning by looking at the lessons learnt from both successes and failure in brand.
Physical Description:1 online resource (180 pages)
ISBN:9780470862124
0470862122
Source of Description, Etc. Note:Print version record.

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