By David Taylor
ISBN-10: 0470862114
ISBN-13: 9780470862117
David Taylor's insightful and encouraging glance contained in the global of brand name stretch unearths the true purposes for the negative luck fee during this zone and gives a pragmatic programme to assist improve your possibilities of good fortune. The 'brand extra worth' procedure guarantees that extension efforts specialize in promising and supplying compelling, aggressive customer merits.
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Additional info for Brand Stretch: Why 1 in 2 Extensions fail, and how to beat the odds
Sample text
2). Dove: Brand added value in action Brand stretch was a key driver of Dove’s explosive growth during the 1990s. 7). The brand continues to grow at 20 per cent per year and is well on its way to hitting the $2 billion mark in the next few years. Strong from the core The original Dove bar is at the heart of the brand, the purest and most powerful incarnation of the promise to ‘not dry skin thanks to its 1/4 moisturizing cream’. In the US home market the brand waited 40 years before its first major extension.
It is hard to launch an anchor verreason to exist. Why switch from good old sion after the fact. Bud to this newly created Miller beer that lacked roots, history and credibility? The launch was a flop and the product was withdrawn. New owner SAB has stabilized brand sales and is working on relaunch plans. Even a strong core product and anchor version can be undermined by extensions if brand stretching is not properly managed. We will now look at some of the risks for the core range and how to avoid them.
The objective was to be able to make a ‘provable promise’, by delivering a noticeable improvement in the skin that women could see and feel for themselves. • Innovative product and pack forms: these proved to be key signals of change and differentiation. For example, Dove Ultra Moisturising Body Wash has two differently coloured and visible components (blue mild cleansers and pink moisturizers) that are combined when you squeeze out the product. Stage three: Indirect stretch The third and most ambitious part of the stretching programme was to move into more distant markets that did not have a direct link to the personal wash area.
Brand Stretch: Why 1 in 2 Extensions fail, and how to beat the odds by David Taylor
by Richard
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