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

David Taylor

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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.

Produktfakta

Språk Engelsk Engelsk Innbinding Innbundet
Utgitt 2004 Forfatter David Taylor
Forlag
Wiley
ISBN 9780470862117
Antall sider 178 Dimensjoner 20cm x 24,5cm x 1,6cm
Vekt 530 gram Leverandør Bertram Trading Ltd
Emner og form Sales & marketing