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Brand Stretch: Why 1 in 2 Extensions Fail and How to Beat the Odds
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Brand Stretch: Why 1 in 2 Extensions Fail and How to Beat the Odds Hardcover - 2004 - 1st Edition

by David Taylor

Summary

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.

From the jacket flap

David Taylor's insightful and inspiring look inside the world of brand stretch reveals the real reasons for the poor success rate in this area and provides a practical programme to help boost your chances of success. The 'brand added value' approach ensures that extension efforts focus on promising and delivering compelling, competitive consumer benefits.

Designed in a highly practical format, Brand Stretch proposes a program of six step-by-step 'workouts' that provide powerful tools and tips on how to start applying them to your business tomorrow:

  • Strengthen the core: how a strong core product forms the foundation for stretch
  • Vision: developing an ambitious vision to guide and inspire stretching
  • Ideas: insight catalysts to help fuel extension idea creation
  • Focus: doing fewer, bigger and better extensions to drive growth
  • Delivery: using excellent execution to supercharge smart strategy.
  • Architecture: organizing the extended range to aid consumer choice

Brand Stretch demonstrates the dos and don'ts of brand extension with many stories of success (and failure) including Dove, Virgin, Bud Light, Pampers, easyGroup, Bacardi and Starbucks. It is invaluable reading for anyone interested by or involved with brand extension.

Details

  • Title Brand Stretch: Why 1 in 2 Extensions Fail and How to Beat the Odds
  • Author David Taylor
  • Binding Hardcover
  • Edition number 1st
  • Edition 1
  • Pages 178
  • Volumes 1
  • Language ENG
  • Publisher Wiley, Somerset, New Jersey, U.S.A.
  • Date April 16, 2004
  • Illustrated Yes
  • Features Bibliography, Dust Cover, Illustrated, Index, Table of Contents
  • ISBN 9780470862117 / 0470862114
  • Weight 1.19 lbs (0.54 kg)
  • Dimensions 9.74 x 7.46 x 0.72 in (24.74 x 18.95 x 1.83 cm)
  • Library of Congress subjects Branding (Marketing), Brand name products - Management
  • Library of Congress Catalog Number 2003025486
  • Dewey Decimal Code 658.827

About the author

David Taylor is Founder and Managing Partner of the brandgym, a consultancy helping teams develop action-oriented brand strategies. He has worked with many highly acclaimed and well-respected companies such as Unilever, SAB Miller, Danone, Cadburys and Blockbuster to help them boost brand and business performance. He was recently named by the CIM as one of the 50 leading marketing thinkers of today.
He began his career in brand management with Procter & Gamble and Sara Lee before completing an MBA at INSEAD, France. He then started and successfully grew the Paris office of Added Value, Europe's leading marketing consultancy.
His first book, 'the brandgym: A practical workout for boosting brand and business' was published in 2002 and quickly became Amazon UK's best selling branding title. He has also written many articles for Marketing, Brand Strategy, Marketing Business and Market Leader, and is a regular speaker at branding conferences.
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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

by Taylor, David

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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

by Taylor, David

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

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

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

by David Taylor

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ISBN 10 / ISBN 13
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Brand Stretch: Why 1 in 2 Extensions Fail, and How to Beat the Odds
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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

by David Taylor

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ISBN 10 / ISBN 13
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Brand Stretch: Why 1 in 2 extensions fail, and how to beat the odds: A brandgym workout
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Brand Stretch: Why 1 in 2 extensions fail, and how to beat the odds: A brandgym workout

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

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

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