Product 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.

Product Details

• Amazon Sales Rank: #480946 in Books
• Published on: 2004-02-20
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 178 pages

Review
“This is essentially a useful guide for brand managers in organisations without long–term wisdom.” (Brand Strategy, May 2004)

“If this review were to be only two words, they would be ′Buy this!′ [this] book is an essential, authoritative and easy–to–understand..” (Media Week 4 May 2004)

"...an admirable book..." (Management Today, March 2004)

Review
“This is essentially a useful guide for brand managers in organisations without long–term wisdom.” (Brand Strategy, May 2004)

“If this review were to be only two words, they would be ′Buy this!′..." (Media Week 4 May 2004)

"...an admirable book..." (Management Today, March 2004)

From the Author
Brand Stretch is a coaching tool to help you and your team boost your chances of developing successful brand extensions. In it I share insights from over 100 consulting projects and 100 interviews with top marketing directors.