Descrição:
John Wiley and Sons, 2005. This is an ex-library book and may have the usual library/used-book markings inside.This book has hardback covers. Clean from markings. In good all round condition. Dust jacket in good condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,650grams, ISBN:9780470862117
![Brand Stretch: Why 1 in 2 Extensions Fail and How to Beat the Odds](https://d3525k1ryd2155.cloudfront.net/f/117/862/9780470862117.IN.0.m.jpg)
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Brand Stretch: Why 1 in 2 Extensions Fail and How to Beat the Odds Capa dura - 2004 - 1st Edição
por David Taylor
Resumo
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.
Descrição da aba
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.
Detalhes
- Título Brand Stretch: Why 1 in 2 Extensions Fail and How to Beat the Odds
- Autor David Taylor
- Encadernação Capa dura
- Número da edição 1st
- Edição 1
- Páginas 178
- Volumes 1
- Idioma ENG
- Editorial Wiley, Somerset, New Jersey, U.S.A.
- Data de publicação April 16, 2004
- Ilustrado Sim
- Features Bibliography, Dust Cover, Illustrated, Index, Table of Contents
- ISBN 9780470862117 / 0470862114
- Peso 1.19 libras (0.54 kg)
- Dimensão 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
- Número da Biblioteca do Congresso dos Estados Unidos 2003025486
- Dewey Decimal Code 658.827
Sobre o autor
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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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Hardback. Very Good.
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Brand Stretch: Why 1 in 2 Extensions Fail, and How to Beat the Odds
por Taylor, David
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Hardback. Like New.
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Brand Stretch: Why 1 in 2 Extensions Fail, and How to Beat the Odds
por David Taylor
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London, Greater London, United Kingdom
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John Wiley & Sons, 02/20/2004. Hardcover. Used; Very Good. **WE SHIP WITHIN 24 HRS FROM LONDON, UK, 98% OF OUR ORDERS ARE RECEIVED WITHIN 7-10 DAYS. We believe you will be completely satisfied with our quick and reliable service. All orders are dispatched as swiftly as possible! Buy with confidence! Greener Books.
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Brand Stretch : Why 1 in 2 Extensions Fail, and How to Beat the Odds
por David Taylor
- Usado
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- Usado - Muito Bom
- Encadernação
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Wiley & Sons, Incorporated, John, 2004. Hardcover. Very Good. Former library book; May have limited writing in cover pages. Pages are unmarked. ~ ThriftBooks: Read More, Spend Less.Dust jacket quality is not guaranteed.
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Brand Stretch: Why 1 in 2 Extensions Fail, and How to Beat the Odds
por Taylor, David
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Highland Park, Illinois, United States
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Wiley, 2004. 1st Edition . Hardcover. New. Stored new
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Brand Stretch: Why 1 in 2 Extensions Fail, and How to Beat the Odds
por David Taylor
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Southport, Merseyside, United Kingdom
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Hardback. New. 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.
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![Brand Stretch: Why 1 in 2 extensions fail, and how to beat the odds: A brandgym workout](https://d3525k1ryd2155.cloudfront.net/f/117/862/9780470862117.IN.0.m.jpg)
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Brand Stretch: Why 1 in 2 extensions fail, and how to beat the odds: A brandgym workout
por David Taylor
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Exeter, Devon, United Kingdom
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John Wiley & Sons Inc, 2004. Hardcover. New. 1st edition. 178 pages. 9.25x7.50x0.50 inches.
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Brand Stretch: Why 1 in 2 Extensions Fail, and How to Beat the Odds
por Taylor, David
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Newport Coast, California, United States
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hardcover. Good. Access codes and supplements are not guaranteed with used items. May be an ex-library book.
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Brand Stretch: Why 1 in 2 Extensions Fail, and How to Beat the Odds
por Taylor, David
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Wiley, 2004-03-26. Hardcover. New. New. In shrink wrap. Looks like an interesting title!
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