Brand Stretch: Why 1 in 2 Extensions Fail, and How to Beat the Odds - Taylor, David (INSEAD, France) - Books - John Wiley & Sons Inc - 9780470862117 - March 26, 2004
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Taylor, David (INSEAD, France)
Brand Stretch: Why 1 in 2 Extensions Fail, and How to Beat the Odds

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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.

178 pages, Illustrations :

Media Books     Hardcover Book   (Book with hard spine and cover)
Released March 26, 2004
ISBN13 9780470862117
Publishers John Wiley & Sons Inc
Pages 178
Dimensions 196 × 246 × 19 mm   ·   539 g
Language English  

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