Brand Stretch by David Taylor
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Brand Stretch
By David Taylor

Brand Stretch

Why 1 in 2 Extensions Fail, and How to Beat the Odds

By (author) See other recent books by David Taylor
Format: Hardback

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Brand Stretch by David Taylor

Book Description

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 failure in brand stretching. It provides the tools and techniques to stretch a brand successfully.

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Book Details

ISBN: 9780470862117
ISBN-10: 0470862114
Format: Hardback
(245mm x 200mm x 16mm)
Pages: 178
Imprint: John Wiley & Sons Ltd
Publisher: John Wiley and Sons Ltd
Publish Date: 20-Feb-2004
Country of Publication: United Kingdom

Books By Author David Taylor

How to be Successful by Being Yourself by David Taylor How to be Successful by Being Yourself, Hardback (September 2016)

Don't lose yourself in a book. Find yourself in one. How To Be Successful By Being Yourself will rewire your brain towards a more mindful state, increasing your confidence, self-belief and ability to deal with life's challenges.

Mastering Exposure by David Taylor Mastering Exposure, Paperback (April 2016)

'Mastering Exposure' is an invaluable guide to taking better photographs using today's sophisticated digital SLR and compact digital cameras. Aimed at the more experienced amateur photographer, the author's concise text explains the fundamentals of exposure.

Wild Black Region by David Taylor Wild Black Region, Paperback (February 2016)

The Wild Black Region: Badenoch 1750 - 1800

» View all books by David Taylor

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Author Biography - David Taylor

David Taylor is Founder and Managing Partner of the brandgym, a consultancy helping teams develop action--oriented brand strategies. He has worked with many highly acclaimed and well--respected companies such as Unilever, SAB Miller, Danone, Cadburys and Blockbuster to help them boost brand and business performance. He was recently named by the CIM as one of the 50 leading marketing thinkers of today. He began his career in brand management with Procter & Gamble and Sara Lee before completing an MBA at INSEAD, France. He then started and successfully grew the Paris office of Added Value, Europea s leading marketing consultancy. His first book, a the brandgym: A practical workout for boosting brand and business' was published in 2002 and quickly became Amazon UK's best selling branding title. He has also written many articles for Marketing, Brand Strategy, Marketing Business and Market Leader, and is a regular speaker at branding conferences.

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