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1. |
Record Nr. |
UNINA9910455896503321 |
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Autore |
Taylor David <1964-> |
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Titolo |
Brand stretch [[electronic resource] ] : why 1 in 2 extensions fail and how to beat the odds : a brandgym workout / / by David Taylor |
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Pubbl/distr/stampa |
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Chichester, England ; ; Hoboken, NJ, : J. Wiley, c2004 |
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ISBN |
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1-280-27143-4 |
9786610271436 |
0-470-86212-2 |
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Descrizione fisica |
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1 online resource (180 p.) |
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Disciplina |
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Soggetti |
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Brand name products - Management |
Branding (Marketing) |
Brand name products - Valuation - Management |
Product management |
Electronic books. |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references (p. [151]-153) and index. |
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Nota di contenuto |
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Brand Stretch; Contents; Preface; Acknowledgements; 1. Brand stretch - or brand ego trip?; Extension advantages; So why does the success rate suck?; Virgin: The biggest ever brand ego trip?; Shotgun weddings; Quitting the brand ego trip; Brand added value; Dove: Brand added value in action; The Brand Stretch workout; Key takeouts; Checklist 1: Brand Stretch - or brand ego trip?; 2. Step One: Strengthen the core; In shape to stretch?; The heart of a healthy brand; Anchoring the core range; Bud and Bud Light: Sun and planets; Risky business; Tango: Taking the eye off the orange ball |
Key takeoutsChecklist 2: Strengthen the core; 3. Step Two: Vision; GPS for brands; The masterbrand challenges; Less myopic marketing; Blockbuster: Out of the video box; Climbing the brand ladder; Pampers: From bottoms to babies; Axe: Ladders and snakes; Elastic brands; Key takeouts; Checklist 3: Vision; 4. Step Three: Ideas; Start close to home; Moving out; Innovation shortcuts; The fairytale world of innovation; Starbucks' Frappuccino: Real world innovation; Innokill survival kit; Key takeouts; Checklist 4: Ideas; 5. Step Four: Focus; Meet the seven |
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dwarves; Heroes or zeroes? |
Bertolli: Virtual venture capitalDimension one: Brand vision building; Dimension two: Show me the money; The easyGroup story: Murder on the balance sheet; easyGroup summary; Alternatives to going it alone; Key takeouts; Checklist 5: Focus; 6. Step Five: Delivery; Underestimating execution; Nescafé Hot When You Want: Not so hot execution; Brand damage; Brand and deliver; The Apple iPod: White hot execution; Delivering the promise; Key takeouts; Checklist 6: Delivery; 7. Step Six: Brand architecture; The Sorcerer's Apprentice; Architecture for brands; Houses versus streets; Mono-platform brands |
Multi-platform brandsLego: Building blocks of a new future; When the rubber hits the road; Comfort: Designing a turnaround; Let's go round again; Key takeouts; Checklist 7: Brand architecture; Appendix 1: Masterbrand positioning tips and tricks; Appendix 2: Example masterbrand positioning tool; Appendix 3: Masterbrand positioning tool template; References; Index |
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Sommario/riassunto |
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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 fa |
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2. |
Record Nr. |
UNINA9910313035203321 |
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Autore |
Reid Heather L. |
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Titolo |
Plato at Syracuse : essays on Plato in western Greece / / edited by Heather L. Reid and Mark Ralkowski ; with a new translation of the seventh letter by Jonah Radding |
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Pubbl/distr/stampa |
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Sioux City, Iowa : , : Parnassos Press, , 2019 |
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ISBN |
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Descrizione fisica |
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1 online resource (334 pages) |
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Collana |
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Heritage of Western Greece |
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Disciplina |
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Soggetti |
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Greece Intellectual life To 146 B.C |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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3. |
Record Nr. |
UNISA996678678003316 |
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Autore |
Fernandez Virginia |
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Titolo |
Simulation and Synthesis in Medical Imaging : 10th International Workshop, SASHIMI 2025, Held in Conjunction with MICCAI 2025, Daejeon, South Korea, September 23, 2025, Proceedings |
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Pubbl/distr/stampa |
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Cham : , : Springer, , 2025 |
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©2026 |
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ISBN |
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Edizione |
[1st ed.] |
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Descrizione fisica |
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1 online resource (311 pages) |
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Collana |
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Lecture Notes in Computer Science Series ; ; v.16085 |
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Altri autori (Persone) |
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WiesnerDavid |
ZuoLianrui |
CasamitjanaAdrià |
RemediosSamuel W |
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Disciplina |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Sommario/riassunto |
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This book constitutes the refereed proceedings of the 10th International Workshop on Simulation and Synthesis in Medical Imaging, SASHIMI 2025, held in conjunction with the 28th International conference on Medical Image Computing and Computer Assisted Intervention, MICCAI 2025, in Daejeon, South Korea, on September 23, 2025. |
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