Brand Stretch
Why 1 in 2 Extensions Fail, and How to Beat the Odds
David Taylor's insightful and inspiring look inside the world of brand stretch reveals the real reasons for the poor success rate in this area and provides a practical programme to help boost your chances of success. The 'brand added value' approach ensures that extension efforts focus on promising and delivering compelling, competitive consumer benefits. Designed in a highly practical format, Brand Stretch proposes a program of six step-by-step 'workouts' that provide powerful tools and tips on how to start applying them to your business tomorrow: Strengthen the core: how a strong core product forms the foundation for stretch Vision: develo…
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Produktdetails
- ISBN: 978-0-470-86212-4
- EAN: 9780470862124
- Produktnummer: 13814208
- Verlag: Wiley
- Sprache: Englisch
- Erscheinungsjahr: 2006
- Seitenangabe: 178 S.
- Plattform: PDF
- Masse: 1'691 KB
Über den Autor
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, Europe's leading marketing consultancy. His first book, '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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