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

by David Taylor

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.

Genres: Business

178 pages, Hardcover

First published March 23, 2004

About the author

There is more than one author by this name in the Goodreads data base.

For the veterinarian, please see David Taylor

Reviews

[Leader Summaries]

Desde Leader Summaries recomendamos la lectura del libro Estiramiento de marcas, de David Taylor.
Las personas interesadas en las siguientes temáticas lo encontrarán práctico y útil: marketing y ventas, gestionar marcas y posicionamiento.
En el siguiente enlace tienes el resumen del libro Estiramiento de marcas, Por qué una de cada dos extensiones de marca fracasa y cómo salir ganando: Estiramiento de marcas