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

181 Pages·2004·2.665 MB·English

by  David Taylor

Brand Stretch
Why 1 in 2 extensions fail
and how to beat the odds
A brandgym workout
By David Taylor
Brand Stretch

Brand Stretch
Why 1 in 2 extensions fail
and how to beat the odds
A brandgym workout
By David Taylor
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LibraryofCongressCataloging-in-PublicationData
Taylor,David,1964-
Thebrandstretch/byDavidTaylor.
p.cm.
Includesbibliographicalreferencesandindex.
ISBN0-470-86211-4(Cloth:alk.paper)
1.Brandnameproducts--Management.2.Brandname
products--Marketing.3.Brandnameproducts--Valuation--Management.4.
Productmanagement.I.Title.
HD69.B7T3932004
658.8(cid:1)27--dc22
2003025486
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AcataloguerecordforthisbookisavailablefromtheBritishLibrary
ISBN0-470-86211-4
Typesetin12/15ptGaramondbyLaserwordsPrivateLimited,Chennai,India
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ForAnne-Marie

Contents
Preface xi
Acknowledgements xv
1. Brandstretch –orbrandegotrip? 1
Extension advantages 1
So whydoes thesuccessrate suck? 3
Virgin:Thebiggesteverbrandego trip? 3
Shotgunweddings 8
Quitting thebrandego trip 9
Brandadded value 9
Dove: Brandadded value in action 11
TheBrandStretch workout 14
Key takeouts 15
Checklist1:BrandStretch – orbrandego trip? 15
2. Step One: Strengthenthecore 17
In shape to stretch? 18
Theheartof ahealthybrand 19
Anchoringthecore range 21
BudandBudLight:Sun andplanets 22
Riskybusiness 24
Tango:Taking theeye off theorange ball 26
Key takeouts 28
Checklist2:Strengthenthe core 28
3. StepTwo:Vision 29
GPS forbrands 30
Themasterbrand challenges 31
Less myopicmarketing 34