10 ENGLISH BOOKS RELATING TO «BRAND STRETCHING»
Discover the use of
brand stretching in the following bibliographical selection. Books relating to
brand stretching and brief extracts from same to provide context of its use in English literature.
1
Brand Stretch: Why 1 in 2 extensions fail, and how to beat ...
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.
2
Strategic
Brand Management
Chapter summary Chapter summary In this chapter we have looked at brand
stretching and retrenching within a strategic context, placing them within the
broader framework of product and brand portfolio management. We looked at
how an ...
Richard Rosenbaum-Elliott, Larry Percy, Simon Pervan, 2011
3
Strategic
Brand Management
Brand stretching strategies must then take into account how the category is likely
to grow. With high CDIs, opportunities are obviously greater for brand stretching.
If the category is not established, things change. Even with established product ...
Richard H. Elliott, Richard Elliott, Larry Percy, 2007
4
Problems in Marketing: Applying Key Concepts and Techniques
(I) Problem 5.4 Brand stretching (extension) Introductory comments The process
of developing a range of products under the banner of one brand name is called
brand stretching. There are certain advantages in this approach to new product ...
Luiz Moutinho, Charles S Chien, 2007
5
The Luxury Strategy: Break the Rules of Marketing to Build ...
We should therefore talk about stretching beyond legitimacy, closer to pure
branding, or even badging. The third parameter is the maintenance of the level of
luxury. Certain cases of brand stretching are not luxury products, nor yet premium
.
Brand stretching is what happens when a company moves a brand name from
one product to a completely different one. Instead of advertising cigarettes, you
advertise a non-tobacco product. That way, the cigarette company gets around
bans ...
7
Strategic Marketing: Planning and Control
... where the target market is large enough and has the potential profitability to
justify investing in creating a new brand. Companies may however choose to use
a current brand name and opt for a brand extension or brand stretching policy.
Graeme Drummond, John Ensor, Ruth Ashford, 2008
8
Luxury Marketing: A Challenge for Theory and Practice
... sale of Chrysler in 2007 – Audi and Lexus are moving from a premium strategy
to a luxury one today. On the other hand, knowing that a luxury strategy is a
precise and exacting one, brand extension and brand stretching are not the same
.
Klaus-Peter Wiedmann, Nadine Hennigs, 2012
9
Maucher and Malik on Management: Maxims of Corporate ...
The success of brand stretching is naturally dependent on the strength of the
brand; the basic image should not suffer. A good example of this is the Porsche
Cayenne. Brand stretching can also result in upgrading the brand which is
evident in ...
10
Marketing Management: Text & Cases
5.4.9 Brand Stretching Brand stretching is applying an existing brand to a
completely different business area or a new product or service- such as
Cadbury's entry into cola market. The risk attached to brand stretching is that
failure in the new ...
10 NEWS ITEMS WHICH INCLUDE THE TERM «BRAND STRETCHING»
Find out what the national and international press are talking about and how the term
brand stretching is used in the context of the following news items.
10 of the most creative CEOs
Understanding the Lego DNA – 'creativity and imagination' – Knudstorp cut down on brand stretching. This enabled Lego to go from near ... «Management Today, Jun 15»
Waging A War Against Tobacco
Similarly, surrogate advertising, brand stretching, point of sale advertising and on-pack advertising are areas that still need to be strictly ... «Financial Express, May 15»
VIDEO:Our new-look Celt out today!
With trusted content and a credible brand stretching back well over a century and a half, the Celt remains part and parcel of many people's ... «Anglo Celt, Apr 15»
Ornua plans to 'stretch' its Kerrygold brand across the world
... the Irish Dairy Board, which handles 60% of Ireland's dairy produce, is looking to leverage the Kerrygold brand through 'brand stretching'. «Agriland, Apr 15»
Burberry's star-studded LA party leaves nothing to chance
... marked the culmination of months of L.A. focus for the brand stretching back to the opening of Burberry's first Rodeo Drive store in November, ... «Los Angeles Times, Apr 15»
Mattress Firm Holding (MFRM) CEO Steve Stagner on Q4 2014 …
... national brand in Mattress Firm that will give us the number one Mattress Specialty retail brand stretching boarder to boarder and cost to cost. «Seeking Alpha, Mar 15»
Johnny's Pizza founder dies, but his legacy lives on
... leaves a legacy that spans well beyond Dufferin County, with pizzeria locations bearing his name and brand stretching into nearby Alliston. «Orangeville Banner, Feb 15»
Plain packaging: the clash of entrenched views
Tobacco trademarks can no longer be used on billboards, on television and many countries have banned 'brand stretching', namely the use of ... «World Trademark Review, Oct 14»
Lolo & Galago to Apply Direct Metal 3D Printing for Luxury Jewelry …
The name was created from their vision as a global brand stretching from Lolo in the Pacific to Galago in Africa. London-based Lolo and ... «3DPrint.com, Oct 14»
Loungers' Alex Reilley to headline The Arena Summer Event 2014
Martin will also be mapping trends in the market, including health, technology, localisation and brand stretching. Those attending will then be ... «BigHospitality.co.uk, Jun 14»
