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Brand stretch [[electronic resource] ] : why 1 in 2 extensions fail and how to beat the odds : a brandgym workout / / by David Taylor
| Brand stretch [[electronic resource] ] : why 1 in 2 extensions fail and how to beat the odds : a brandgym workout / / by David Taylor |
| Autore | Taylor David <1964-> |
| Pubbl/distr/stampa | Chichester, England ; ; Hoboken, NJ, : J. Wiley, c2004 |
| Descrizione fisica | 1 online resource (180 p.) |
| Disciplina | 658.8/27 |
| Soggetto topico |
Brand name products - Management
Branding (Marketing) Brand name products - Valuation - Management Product management |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-280-27143-4
9786610271436 0-470-86212-2 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
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? 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 |
| Record Nr. | UNINA-9910455896503321 |
Taylor David <1964->
|
||
| Chichester, England ; ; Hoboken, NJ, : J. Wiley, c2004 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Brand stretch [[electronic resource] ] : why 1 in 2 extensions fail and how to beat the odds : a brandgym workout / / by David Taylor
| Brand stretch [[electronic resource] ] : why 1 in 2 extensions fail and how to beat the odds : a brandgym workout / / by David Taylor |
| Autore | Taylor David <1964-> |
| Pubbl/distr/stampa | Chichester, England ; ; Hoboken, NJ, : J. Wiley, c2004 |
| Descrizione fisica | 1 online resource (180 p.) |
| Disciplina | 658.8/27 |
| Soggetto topico |
Brand name products - Management
Branding (Marketing) Brand name products - Valuation - Management Product management |
| ISBN |
1-280-27143-4
9786610271436 0-470-86212-2 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
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? 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 |
| Record Nr. | UNINA-9910780374203321 |
|
Taylor David <1964->
|
||
| Chichester, England ; ; Hoboken, NJ, : J. Wiley, c2004 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Brand stretch [[electronic resource] ] : why 1 in 2 extensions fail and how to beat the odds : a brandgym workout / / by David Taylor
| Brand stretch [[electronic resource] ] : why 1 in 2 extensions fail and how to beat the odds : a brandgym workout / / by David Taylor |
| Autore | Taylor David <1964-> |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Chichester, England ; ; Hoboken, NJ, : J. Wiley, c2004 |
| Descrizione fisica | 1 online resource (180 p.) |
| Disciplina | 658.8/27 |
| Soggetto topico |
Brand name products - Management
Branding (Marketing) Brand name products - Valuation - Management Product management |
| ISBN |
1-280-27143-4
9786610271436 0-470-86212-2 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
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? 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 |
| Record Nr. | UNINA-9910821981303321 |
|
Taylor David <1964->
|
||
| Chichester, England ; ; Hoboken, NJ, : J. Wiley, c2004 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Connective branding [[electronic resource] ] : building brand equity in a demanding world / / Claudia Fisher-Buttinger and Christine Vallaster
| Connective branding [[electronic resource] ] : building brand equity in a demanding world / / Claudia Fisher-Buttinger and Christine Vallaster |
| Autore | Fisher-Buttinger Claudia |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | Hoboken, NJ, : Wiley, c2008 |
| Descrizione fisica | 1 online resource (382 p.) |
| Disciplina | 658.8/27 |
| Altri autori (Persone) | VallasterChristine <1971-> |
| Soggetto topico |
Brand name products - Management
Brand name products - Valuation - Management Branding (Marketing) Corporate image |
| Soggetto non controllato |
Brand name products - Marketing - Management
Branding (Marketing) - Management Markenname Marketing Success in business |
| ISBN |
1-119-20839-4
1-282-68406-X 9786612684067 0-470-74087-6 |
| Classificazione | 85.40 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | CONNECTIVE BRANDING; CONTENTS; PROLOGUE; INTRODUCTION; PART I: SETTING THE STAGE; CHAPTER 1: MARKET FORCES; CHAPTER 2: EMERGING STRATEGIES TO ADDRESS MARKET FORCES; PAR II: A FRAMEWORK FOR COPING; CHAPTER 3: BRAND FRAMEWORK FOR BUILDING CONNECTIVE BRANDS; PART III: CRITICAL SUCCESS FACTORS FOR MAKING IT HAPPEN; CHAPTER 4: PRACTICAL APPLICATIONS - STAKEHOLDER ENGAGEMENT; CHAPTER 5: PRACTICAL APPLICATIONS - THE PROCESS OF ALIGNMENT; EPILOGUE - THE LAW OF THE SEVENTH GENERATION ?; INDEX |
| Record Nr. | UNINA-9910139508603321 |
|
Fisher-Buttinger Claudia
|
||
| Hoboken, NJ, : Wiley, c2008 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Connective branding [[electronic resource] ] : building brand equity in a demanding world / / Claudia Fisher-Buttinger and Christine Vallaster
| Connective branding [[electronic resource] ] : building brand equity in a demanding world / / Claudia Fisher-Buttinger and Christine Vallaster |
| Autore | Fisher-Buttinger Claudia |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | Hoboken, NJ, : Wiley, c2008 |
| Descrizione fisica | 1 online resource (382 p.) |
| Disciplina | 658.8/27 |
| Altri autori (Persone) | VallasterChristine <1971-> |
| Soggetto topico |
Brand name products - Management
Brand name products - Valuation - Management Branding (Marketing) Corporate image |
| Soggetto non controllato |
Brand name products - Marketing - Management
Branding (Marketing) - Management Markenname Marketing Success in business |
| ISBN |
1-119-20839-4
1-282-68406-X 9786612684067 0-470-74087-6 |
| Classificazione | 85.40 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | CONNECTIVE BRANDING; CONTENTS; PROLOGUE; INTRODUCTION; PART I: SETTING THE STAGE; CHAPTER 1: MARKET FORCES; CHAPTER 2: EMERGING STRATEGIES TO ADDRESS MARKET FORCES; PAR II: A FRAMEWORK FOR COPING; CHAPTER 3: BRAND FRAMEWORK FOR BUILDING CONNECTIVE BRANDS; PART III: CRITICAL SUCCESS FACTORS FOR MAKING IT HAPPEN; CHAPTER 4: PRACTICAL APPLICATIONS - STAKEHOLDER ENGAGEMENT; CHAPTER 5: PRACTICAL APPLICATIONS - THE PROCESS OF ALIGNMENT; EPILOGUE - THE LAW OF THE SEVENTH GENERATION ?; INDEX |
| Record Nr. | UNINA-9910824967603321 |
|
Fisher-Buttinger Claudia
|
||
| Hoboken, NJ, : Wiley, c2008 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
