04678nam 22006614a 450 991082198130332120240405014822.01-280-27143-497866102714360-470-86212-2(CKB)111087027102750(EBL)176389(OCoLC)475880296(SSID)ssj0000114382(PQKBManifestationID)11131690(PQKBTitleCode)TC0000114382(PQKBWorkID)10102508(PQKB)10463194(MiAaPQ)EBC176389(Au-PeEL)EBL176389(CaPaEBR)ebr10113998(CaONFJC)MIL27143(EXLCZ)9911108702710275020031119d2004 uy 0engur|n|---|||||txtccrBrand stretch[electronic resource] why 1 in 2 extensions fail and how to beat the odds : a brandgym workout /by David Taylor1st ed.Chichester, England ;Hoboken, NJ J. Wileyc20041 online resource (180 p.)Description based upon print version of record.0-470-86211-4 Includes bibliographical references (p. [151]-153) and index.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 ballKey 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?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 brandsMulti-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; IndexStretching 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 faBrand name productsManagementBranding (Marketing)Brand name productsValuationManagementProduct managementBrand name productsManagement.Branding (Marketing)Brand name productsValuationManagement.Product management.658.8/27Taylor David1964-892603MiAaPQMiAaPQMiAaPQBOOK9910821981303321Brand stretch4005766UNINA