Brand Stretch
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Review
“This is essentially a useful guide for brand managers in organisations without long–term wisdom.” (Brand Strategy, May 2004)
“If this review were to be only two words, they would be ′Buy this!′ [this] book is an essential, authoritative and easy–to–understand..” (Media Week 4 May 2004)
"...an admirable book..." (Management Today, March 2004)
Review
“This is essentially a useful guide for brand managers in organisations without long–term wisdom.” (Brand Strategy, May 2004)
“If this review were to be only two words, they would be ′Buy this!′..." (Media Week 4 May 2004)
"...an admirable book..." (Management Today, March 2004)
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2 reviews
1 of 1 people found the following review helpful
Insightful!
4 Aug 2004
Format:Hardcover
Given how heavily companies spend on advertising and merchandising, any factor - in this case, better use of branding - that could possibly enhance the survival chances of a product extension deserves serious consideration. In fact, if you are thinking about launching a new product tied to an existing brand, this informative book might save your career. Author David Taylor identifies so many prerequisites for making a brand offshoot successful that you may decide to take up some safer activity - like bungee jumping. That cautionary guidance alone is invaluable. Unlike many other marketing authors, Taylor writes concise chapters, liberally dosed with good examples. Each chapter ends with a summary, checklist and pertinent takeout. The package works well to convey Taylor's provocative ideas. To avoid embarrassing product failures, read this book. We warmly recommend it to those daring enough to be branding and product-marketing specialists.
Easy-to-understanhd guidance for brand-leveraging
18 July 2004
Format:Hardcover
It's a very easy-to-understand book on brand streching. Brand stretching surely will leverage a brand asset. Hoever, it should be done carefully. This book will guide you step-by-step on stretching your book.
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