Brand Stretch: Why 1 in 2 Extensions Fail, and How to Beat the OddsISBN: 978-0-470-86211-7
Hardcover
178 pages
March 2004
This is a Print-on-Demand title. It will be printed specifically to fill your order. Please allow an additional 15-20 days delivery time. The book is not returnable.
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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.