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

181 Pages·2004·2.665 MB·English
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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 Copyright2004 JohnWiley&SonsLtd,TheAtrium,SouthernGate,Chichester, WestSussexPO198SQ,England Telephone(+44)1243779777 Email(forordersandcustomerserviceenquiries):[email protected] VisitourHomePageonwww.wileyeurope.comorwww.wiley.com AllRightsReserved.Nopartofthispublicationmaybereproduced,storedinaretrievalsystemortransmittedinanyform orbyanymeans,electronic,mechanical,photocopying,recording,scanningorotherwise,exceptunderthetermsofthe Copyright,DesignsandPatentsAct1988orunderthetermsofalicenceissuedbytheCopyrightLicensingAgencyLtd,90 TottenhamCourtRoad,LondonW1T4LP,UK,withoutthepermissioninwritingofthePublisher.Requeststothe PublishershouldbeaddressedtothePermissionsDepartment,JohnWiley&SonsLtd,TheAtrium,SouthernGate, Chichester,WestSussexPO198SQ,England,[email protected],orfaxedto(+44)1243770620. Thispublicationisdesignedtoprovideaccurateandauthoritativeinformationinregardtothesubjectmattercovered.Itis soldontheunderstandingthatthePublisherisnotengagedinrenderingprofessionalservices.Ifprofessionaladviceor otherexpertassistanceisrequired,theservicesofacompetentprofessionalshouldbesought. OtherWileyEditorialOffices JohnWiley&SonsInc.,111RiverStreet,Hoboken,NJ07030,USA Jossey-Bass,989MarketStreet,SanFrancisco,CA94103-1741,USA Wiley-VCHVerlagGmbH,Boschstr.12,D-69469Weinheim,Germany JohnWiley&SonsAustraliaLtd,33ParkRoad,Milton,Queensland4064,Australia JohnWiley&Sons(Asia)PteLtd,2ClementiLoop#02-01,JinXingDistripark,Singapore129809 JohnWiley&SonsCanadaLtd,22WorcesterRoad,Etobicoke,Ontario,CanadaM9W1L1 Wileyalsopublishesitsbooksinavarietyofelectronicformats.Somecontentthatappears inprintmaynotbeavailableinelectronicbooks. 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 BritishLibraryCataloguinginPublicationData AcataloguerecordforthisbookisavailablefromtheBritishLibrary ISBN0-470-86211-4 Typesetin12/15ptGaramondbyLaserwordsPrivateLimited,Chennai,India PrintedandboundinGreatBritainbyBiddlesLtd,GuildfordandKing’sLynn Thisbookisprintedonacid-freepaperresponsiblymanufacturedfromsustainableforestry inwhichatleasttwotreesareplantedforeachoneusedforpaperproduction. 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

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