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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 Summary:John Wiley & Sons | ISBN: 0470862114 | 2004 | PDF | 178 pages | 2.67 MB “ 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 stretching that covers topics not found anywhere else, such as how to launch brand extensions and support them.
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