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Brand Stretch - Why 1 In 2 Extensions Fail, And How To Beat The Odds

David Taylor

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Brand Stretch - Why 1 In 2 Extensions Fail, And How To Beat The Odds

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Note: While we do our best to ensure the accuracy of cover images, ISBNs may at times be reused for different editions of the same title which may hence appear as a different cover.

Brand Stretch - Why 1 In 2 Extensions Fail, And How To Beat The Odds

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Unit price
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Condition guide
ISBN: 9780470862117
Author: David Taylor
Publisher: Wiley
Date of Publication: 2004-03-26
Format: Hardcover
Related Collections: Business, Marketing
Related Topics: Entrepreneurship, Management
Goodreads rating: 4.09
(rated by 11 readers)

Description

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.
 

Note: While we do our best to ensure the accuracy of cover images, ISBNs may at times be reused for different editions of the same title which may hence appear as a different cover.

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