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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.

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

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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’.

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