Brand Stretch Why 1 in 2 Extensions Fail, and How to Beat the Odds
27,99 €
inkl. gesetzl. MwSt.Beschreibung
Produktdetails
Format
Kopierschutz
Ja
Family Sharing
Nein
Text-to-Speech
Nein
Erscheinungsdatum
08.02.2006
Verlag
John Wiley & Sons IncSeitenzahl
178 (Printausgabe)
Dateigröße
1691 KB
Auflage
1. Auflage
Sprache
Englisch
EAN
9780470862124
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.
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.
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