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• catalog abstract ""Brand Stretch demonstrates the dos and don'ts of brand extension with many stories of success (and failure) including Dove, Virgin, Bud Light, Pampers, easyGroup, Bacardi and Starbucks. It is invaluable reading for anyone interested in or involved with brand extension."--Jacket.".
• catalog contributor b13193726.
• catalog created "c2004.".
• catalog date "2004".
• catalog date "c2004.".
• catalog dateCopyrighted "c2004.".
• catalog description ""Brand Stretch demonstrates the dos and don'ts of brand extension with many stories of success (and failure) including Dove, Virgin, Bud Light, Pampers, easyGroup, Bacardi and Starbucks. It is invaluable reading for anyone interested in or involved with brand extension."--Jacket.".
• catalog description ". Brand stretch? Or brand ego trip? -- Extension advantages -- So why does the success rate suck? -- Virgin: Branson's brand ego trip -- Shotgun weddings -- Quitting the brand ego trip -- Brand added value -- Dove: brand added value in action -- How elastic is your brand -- The Brand Stretch workout -- Key takeouts -- 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 takeouts -- Step two: Vision -- GPS for brands -- The masterbrand challenge -- Less myopic marketing -- Blockbuster: out of the video box -- Climbing the brand ladder -- Pampers: from babies to bottoms -- Axe: ladders and snakes -- Elastic brands -- Key takeouts -- 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 -- Step four: Focus -- Meet the seven dwarves -- Heroes or Zeroes?. Bertolli: virtual venture capital -- Dimension one: brand vision building -- Dimension two: show me the money -- easyGroup: murder on the balance sheet -- Alternatives to going it alone -- Key takeouts -- Step five: Delivery -- Under-estimating execution -- Nescafe; Hot When you Want: not so hot execution -- Brand damage -- Brand and deliver -- The Apple iPod story: white hot -- Delivering the promise -- Key takeouts -- Step six: Architecture -- The sorcerer's apprentice -- Architecture for brands -- Houses versus streets -- Mono-platform brands -- Multi-platform brands Lego -- building blocks of a new future -- When the rubber hits the road -- Comfort: designing a turnaround -- Lets go round again -- Key takeouts.".
• catalog description "Includes bibliographical references (p. [151]-153) and index.".
• catalog extent "xiii, 162 p. :".
• catalog identifier "0470862114 (Cloth : alk. paper)".
• catalog issued "2004".
• catalog issued "c2004.".
• catalog language "eng".
• catalog publisher "Chichester, England ; Hoboken, NJ : Wiley,".
• catalog subject "658.8/27 22".
• catalog subject "Brand name products Management.".
• catalog subject "Brand name products Valuation Management.".
• catalog subject "Branding (Marketing)".
• catalog subject "HD69.B7 T393 2004".
• catalog subject "Product management.".
• catalog tableOfContents ". Brand stretch? Or brand ego trip? -- Extension advantages -- So why does the success rate suck? -- Virgin: Branson's brand ego trip -- Shotgun weddings -- Quitting the brand ego trip -- Brand added value -- Dove: brand added value in action -- How elastic is your brand -- The Brand Stretch workout -- Key takeouts -- 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 takeouts -- Step two: Vision -- GPS for brands -- The masterbrand challenge -- Less myopic marketing -- Blockbuster: out of the video box -- Climbing the brand ladder -- Pampers: from babies to bottoms -- Axe: ladders and snakes -- Elastic brands -- Key takeouts -- 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 -- Step four: Focus -- Meet the seven dwarves -- Heroes or Zeroes?. Bertolli: virtual venture capital -- Dimension one: brand vision building -- Dimension two: show me the money -- easyGroup: murder on the balance sheet -- Alternatives to going it alone -- Key takeouts -- Step five: Delivery -- Under-estimating execution -- Nescafe; Hot When you Want: not so hot execution -- Brand damage -- Brand and deliver -- The Apple iPod story: white hot -- Delivering the promise -- Key takeouts -- Step six: Architecture -- The sorcerer's apprentice -- Architecture for brands -- Houses versus streets -- Mono-platform brands -- Multi-platform brands Lego -- building blocks of a new future -- When the rubber hits the road -- Comfort: designing a turnaround -- Lets go round again -- Key takeouts.".
• catalog title "Brand stretch : why 1 in 2 extensions fail and how to beat the odds : a brandgym workout / by David Taylor.".
• catalog type "text".