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1. |
Record Nr. |
UNINA9910780374203321 |
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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 |
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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 dwarves; Heroes or zeroes? |
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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. |
UNINA9911001458903321 |
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Autore |
Nuttall William |
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Titolo |
Perspectives on Engineering Uncertainty : Civil Nuclear Energy Safety and Efficiency / / by William Nuttall, Edoardo Patelli, Ewan Smith, David Webbe-Wood, Simon Middleburgh |
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Pubbl/distr/stampa |
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Cham : , : Springer Nature Switzerland : , : Imprint : Springer, , 2025 |
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ISBN |
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Edizione |
[1st ed. 2025.] |
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Descrizione fisica |
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1 online resource (XVI, 101 p. 36 illus., 26 illus. in color.) |
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Disciplina |
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Soggetti |
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Nuclear engineering |
Environmental engineering |
Civil engineering |
Chemical engineering |
Industrial engineering |
Production engineering |
Nuclear Energy |
Environmental Civil Engineering |
Civil Engineering |
Chemical Process Engineering |
Industrial and Production Engineering |
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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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Nota di contenuto |
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Introduction -- Opportunity for a New Approach – History -- The Way Ahead -- Nuclear Power - Our Reference Technology -- Case example: chronic effects – graphite cracking -- Case example – acute accident scenario -- Wider application of the insights -- Summary and Conclusions. |
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Sommario/riassunto |
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This open access book considers the role of uncertainty in the design and development of large-scale engineering systems. The focus of the book is the safe behaviour of nuclear power plants in both routine operations and in incident situations. The book introduces various types of uncertainty and addresses the extent to which uncertainties may be reduced. The role of multiple dimensions of uncertainty is |
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discussed, as is the importance of modern computational techniques in handling large data sets. Modern IT also provides engineers with new tools, such as digital twins with the potential to greatly reduce cost both in design and in operations. The book focuses on both system safety and efficiency and, to do this, reference is made to the Advanced Gas-Cooled Reactor (AGR). The AGR is a mature established system through which the book elucidates various key concepts and ideas. As well as being of interest to those working in the nuclear industry, the book is likely to appeal to those working in other safety critical engineering sectors and, for example, reference is made to experiences in aviation and railway engineering. This is neither a text book nor a review, it is a primer for those seeking an introduction to modern approaches to uncertainty. . |
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