Brand Stretch

Beschreibung

Stretching the Brand offers practical and actionableadvice on how to extend successful brands into new areas withoutlosing sight of the value of the original brand itself. Examples ofbrand stretching include Dove soap, which has now been extended tothe shampoo and deodorant markets. This book presents asingle-minded focus on brand stretching that covers topics notfound anywhere else, such as how to launch brand extensions andsupport them. Stretching the Brand will help companies increasetheir chances of winning by looking at the lessons learnt from bothsuccesses and failure in brand stretching. It provides the toolsand techniques to stretch a brand successfully.

Autor*in

Dave Taylor

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Business & Management Marketing Marketing / Management Marketing Management Wirtschaft u. Management

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"This is essentially a useful guide for brand managers inorganisations without long-term wisdom." (Brand Strategy, May2004) "If this review were to be only two words, they would be'Buy this!' [this] book is an essential, authoritative andeasy-to-understand.." (Media Week 4 May 2004) "...an admirable book..." (Management Today, March 2004)
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