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Taylor, David

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

Taylor, David - Brand Stretch: Why 1 in 2 extensions fail, and how to beat the odds: A brandgym workout, e-bok

36,95€

E-bok, PDF, Adobe DRM-skydd
ISBN: 9780470862124
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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.

Nyckelord: BUSINESS & ECONOMICS / Marketing / General BUS043000

Författare
Utgivare
John Wiley and Sons, Inc.
Utgivningsår
2004
Språk
en
Utgåva
1
Sidantal
178 sidor
Kategori
Ekonomisk
Format
E-bok
eISBN (PDF)
9780470862124
Tryckt ISBN
9780470862117

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