alpha brooks Book Archive

Marketing

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 brand name stretch finds the genuine purposes for the negative good fortune cost during this region and offers a pragmatic programme to assist strengthen your possibilities of luck. The 'brand extra worth' procedure guarantees that extension efforts specialise in promising and providing compelling, aggressive patron merits.

Show description

Read Online or Download Brand Stretch: Why 1 in 2 Extensions fail, and how to beat the odds PDF

Similar marketing books

Whisky: Technology, Production and Marketing (Handbook of Alcoholic Beverages)

Whisky: know-how, construction and advertising explains in technical phrases, the technology and expertise of manufacturing whisky, mixed with details from specialists on effectively advertising the product. global specialists in Scotch whisky offer designated perception into whisky construction from the processing of uncooked fabrics, to the fermentation, distillation, maturation, mixing, construction of co-products and caliber trying out, in addition to very important details at the method used for packaging and advertising and marketing whisky within the twenty-first century.

Marketing in the Emerging Markets of Latin America

Advertising and marketing within the rising Markets of Latin the USA offers a miles wanted research of industrial and advertising in Latin the US. The booklet highlights the varied features of the Latin American enterprise and advertising atmosphere and the dynamic nature of local and nation markets. Addressing a extensive number of old, political, fiscal, social, cultural and felony matters, the publication deals specific insights into the big possibilities and demanding situations the sector provides for imposing powerful advertising and marketing thoughts.

Brand Management: Strategy, Measurement and Yield Analysis

Development a strong model calls for picking the tangible features of the choices that hold the logo identify and the advantages the purchasers accrue from these advantages and the mental or emotional advantages of the goods. This suggestion should be defined as what 'value' capability to a standard unswerving purchaser; and what, finally, is the fundamental nature and personality of the logo through the years.

The CMO Manifesto: A 100-Day Action Plan for Marketing Change Agents

The CMO Manifesto – A 100-Day motion Plan for advertising switch brokers is the fundamental guidebook for advertising executives who've been chartered to disrupt the established order and turn into leaders of confident swap at their businesses. in keeping with learn with winning CMOs from major companies resembling Anhueser-Busch, constancy, GE, normal generators and Proctor & Gamble, the e-book combines tales, insights and instruments to aid advertising and marketing executives maximize the influence in their serious first a hundred days.

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

Example text

The new personality of the Pampers brand is reflected in a new brand logo and identity that are bright, optimistic and contemporary. 8). It would have been much harder to launch exciting new extensions such as Kandoo with the old face of Pampers. Brand dialogue Direct marketing has also been redesigned to promote the new vision and range. 8: Newer, fresher and more modern brand identity. Source: Product images reproduced by permission of Procter & Gamble. STEP TWO: VISION 43 development. They include useful booklets written by child experts and coupons for the most appropriate product in the range.

Also, is it able to support a price premium or at least parity versus key competitors, or are you having to cut prices to keep up? 1: Starbucks extension that builds off a strong core. Reproduced by permission of Starbucks Corporation. STEP ONE: STRENGTHEN THE CORE 19 • Brand image: does the brand perform strongly on the key dimensions that drive brand choice? If it is performing poorly in its core area of expertise, then the credibility of a new extension is likely to be undermined. Repositioning to stretch For a sick brand, or one that has some negative associations, repositioning may be needed to get it in shape to stretch.

Encyclopaedia Britannica decided too late to extend its brand into the interactive arena. By this time its business was in almost terminal decline and Microsoft had a dominant position. The UK board of Blockbuster is one team that discovered how redefining a market can open your mind to a much bigger, more inspiring vision for the brand. Blockbuster: Out of the video box For many years, Blockbuster saw itself as being in the video rental business. The sign outside the store said ‘Blockbuster Video’.

Download PDF sample

Rated 4.76 of 5 – based on 12 votes