Download Brand Stretch: Why 1 in 2 Extensions fail, and how to beat by David Taylor PDF

By David Taylor

David Taylor's insightful and encouraging glance contained in the international of brand name stretch finds the true purposes for the bad good fortune expense during this sector and offers a pragmatic programme to aid enhance your probabilities of luck. The 'brand additional worth' procedure guarantees that extension efforts specialise in promising and offering compelling, aggressive buyer merits.

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

Sample text

2). Dove: Brand added value in action Brand stretch was a key driver of Dove’s explosive growth during the 1990s. 7). The brand continues to grow at 20 per cent per year and is well on its way to hitting the $2 billion mark in the next few years. Strong from the core The original Dove bar is at the heart of the brand, the purest and most powerful incarnation of the promise to ‘not dry skin thanks to its 1/4 moisturizing cream’. In the US home market the brand waited 40 years before its first major extension.

Stage one: Core range extensions At this stage, Dove remained a ‘product brand’ with a single format. Stretching started with core range extensions on the bar by adding new versions, such as one for sensitive skin that now accounts for up to a third of sales. 9). Further growth of the bar, through product and pack innovation, remains a key source of profitable growth. Stage two: Direct stretch The next stage was direct stretch into adjacent personal wash markets, such as bath and shower products.

Com website was relaunched to be less of a product catalogue and more a source of helpful advice around the clock. Over 400,000 people now visit the site every month. An opt-in email system allows the brand to have further communication with parents at key stages of baby development, again using a combination of helpful advice and promotion of targeted products. Remember what made you famous Pampers has succeeded in using direct stretch to go from being a product brand focused on dryness to become a child development specialist focused on baby care.

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