Brand Stretch: Why 1 in 2 Extensions fail, and how to beat by David Taylor

By David Taylor

David Taylor's insightful and encouraging glance contained in the global of name stretch finds the true purposes for the negative good fortune price during this sector and gives a realistic programme to aid enhance your possibilities of luck. The 'brand extra worth' technique guarantees that extension efforts concentrate on promising and supplying compelling, aggressive purchaser merits.

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Additional info for Brand Stretch: Why 1 in 2 Extensions fail, and how to beat the odds

Sample text

By encouraging you to develop a broader definition of your market, it helps highlight opportunities for brand stretch and potential threats from competitors. It also gives the whole team a sense of direction, assisting in ensuring that extensions not only build sales, but also play a role in building one big brand idea. Without such a vision, new extensions are free to take on a life of their own, resulting in a lack of brand coherence and a dilution of the core message. 30 BRAND STRETCH GPS for brands Stretching a brand without a clear vision is like driving in the dark with no headlights.

A more realistic idea is ‘fragrances to boost Axe summary your pulling power’. With this idea the brand has been able to use direct stretch beyond 1. Too wide a market definition leads body sprays into shower gel, which has been to an ego trip. successful in some markets. Here, the brand’s 2. A great personality won’t save a fragrance credentials are a real added-value poor product. brand linkage. The brand’s personality has 3. Building new competences is hard, inspired certain variants that emphasize the especially going from products to emotional lift that Axe gives you.

Com website was relaunched to be less of a product catalogue and more a source of helpful advice around the clock. Over 400,000 people now visit the site every month. An opt-in email system allows the brand to have further communication with parents at key stages of baby development, again using a combination of helpful advice and promotion of targeted products. Remember what made you famous Pampers has succeeded in using direct stretch to go from being a product brand focused on dryness to become a child development specialist focused on baby care.

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