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

Stretching the Brandoffers 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 pre...

Descripción completa

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Taylor, David
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Chichester : John Wiley & Sons, 2004.
Temas:
Brand name products > Management.
Branding (Marketing)
Brand name products > Valuation > Management.
Product management.
Produits de marque > Gestion.
Stratégie de marque.
Produits de marque > Évaluation > Gestion.
Produits commerciaux > Gestion.
branding.
Brand name products > Management
Brand name products > Valuation > Management
Product management
Acceso en línea:Texto completo
Descripción
Sumario:Stretching the Brandoffers 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 Brandwill help companies increase their chances of winning by looking at the lessons learnt from both successes and failure in brand.
Descripción Física:1 online resource (180 pages)
ISBN:9780470862124
0470862122

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