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Brand Stretch

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

Wiley, J,
E-Book ( PDF mit Adobe DRM )
In Ihrem Land nicht verfügbar


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.


Titel: Brand Stretch
Autoren/Herausgeber: Dave Taylor
Ausgabe: 1. Auflage

ISBN/EAN: 9780470862124

Seitenzahl: 178
Produktform: E-Book
Sprache: Englisch

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

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