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

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.

Authors: Taylor D.Pages: 181     Year: 2004

Tags: stretch extensions
   

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