LEADER 04678nam 22006614a 450 001 9910821981303321 005 20240405014822.0 010 $a1-280-27143-4 010 $a9786610271436 010 $a0-470-86212-2 035 $a(CKB)111087027102750 035 $a(EBL)176389 035 $a(OCoLC)475880296 035 $a(SSID)ssj0000114382 035 $a(PQKBManifestationID)11131690 035 $a(PQKBTitleCode)TC0000114382 035 $a(PQKBWorkID)10102508 035 $a(PQKB)10463194 035 $a(MiAaPQ)EBC176389 035 $a(Au-PeEL)EBL176389 035 $a(CaPaEBR)ebr10113998 035 $a(CaONFJC)MIL27143 035 $a(EXLCZ)99111087027102750 100 $a20031119d2004 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aBrand stretch$b[electronic resource] $ewhy 1 in 2 extensions fail and how to beat the odds : a brandgym workout /$fby David Taylor 205 $a1st ed. 210 $aChichester, England ;$aHoboken, NJ $cJ. Wiley$dc2004 215 $a1 online resource (180 p.) 300 $aDescription based upon print version of record. 311 $a0-470-86211-4 320 $aIncludes bibliographical references (p. [151]-153) and index. 327 $aBrand 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 327 $aKey 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? 327 $aBertolli: 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; Nescafe? 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 327 $aMulti-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 330 $aStretching 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 606 $aBrand name products$xManagement 606 $aBranding (Marketing) 606 $aBrand name products$xValuation$xManagement 606 $aProduct management 615 0$aBrand name products$xManagement. 615 0$aBranding (Marketing) 615 0$aBrand name products$xValuation$xManagement. 615 0$aProduct management. 676 $a658.8/27 700 $aTaylor$b David$f1964-$0892603 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910821981303321 996 $aBrand stretch$94005766 997 $aUNINA