ENGLISH

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

By David Taylor

Book information

Publisher
Wiley
Year
2004
ISBN
0470862114
Language
english
Format
PDF
Filesize
3 MB (2794533 bytes)
Pages
181\181
Topic
Education
Library
mexmat
Time added
2009-07-20 03:45:11

Description

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.

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