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

✍ Scribed by David Taylor

• Book ID: 127438852
• Publisher: Wiley
• Year: 2004
• Tongue: English
• Weight: 3 MB
• Category: Library
• ISBN-13: 9780470862117

✦ Synopsis

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.