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Brand Stretch: Why 1 in 2 extensions fail, and how to beat the odds: A brandgym workout
Brand Stretch Why 1 in 2 extensions fail and how to beat the odds A brandgym workout
Author: David Taylor
Stretching the Brand offers practical and actionable advice on how to extend successful brands into new areas without losing sight of the value of the original brand itself. Examples of brand stretching include Dove soap, which has now been extended to the shampoo and deodorant markets. This book presents a single-minded focus on brand st...  more »
ISBN-13: 9780470862117
ISBN-10: 0470862114
Publication Date: 4/16/2004
Pages: 178
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Publisher: Wiley
Book Type: Hardcover
Members Wishing: 0
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