充分利用商标：推动商标与商业的商标Gym能力测验BRAND STRETCH - WHY 1 IN 2 EXTENSIONS FAIL, AND HOW TO BEAT THE ODDS azw3 chm 地址 kindle 阿里云 下载 umd pdf

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.

Stretching the Brand will help companies increase their chances of winning by looking at the lessons learnt from both successes and failure in brand stretching. It provides the tools and techniques to stretch a brand successfully.

Preface

Acknowledgements

1.Brand stretch – or brand ego trip?

　Extension advantages

　So why does the success rate suck?

　Virgin: The biggest ever brand ego trip?

　Shotgun weddings

　Quitting the brand ego trip

　Brand added value

　Dove: Brand added value in action

　The Brand Stretch workout

　Key takeouts

　Checklist 1: Brand Stretch – or brand ego trip?

2.Step One: Strengthen the core

　In shape to stretch?

　The heart of a healthy brand

　Anchoring the core range

　Bud and Bud Light: Sun and planets

　Risky business

　Tango: Taking the eye off the orange ball

　Key takeouts

　Checklist 2: Strengthen the core

3.Step Two: Vision

　GPS for brands 30

　The masterbrand challenges

　Less myopic marketing

　Blockbuster: Out of the video box

　Climbing the brand ladder

　Pampers: From bottoms to babies

　Axe: Ladders and snakes

　Elastic brands

　Key takeouts

　Checklist 3: Vision

4.Step Three: Ideas

　Start close to home

　Moving out

　Innovation shortcuts

　The fairytale world of innovation

　Starbucks’ Frappuccino: Real world innovation

　Innokill survival kit

　Key takeouts

　Checklist 4: Ideas

5.Step Four: Focus

　Meet the seven dwarves

　Heroes or zeroes?

　Bertolli: Virtual venture capital

　Dimension one: Brand vision building

　Dimension two: Show me the money

　The easyGroup story: Murder on the balance sheet

　easyGroup summary

　Alternatives to going it alone

　Key takeouts

　Checklist 5: Focus

6.Step Five: Delivery

　Underestimating execution

　Nescafé Hot When You Want: Not so hot execution

　Brand damage

　Brand and deliver

　The Apple iPod: White hot execution

　Delivering the promise

　Key takeouts

　Checklist 6: Delivery

7.Step Six: Brand architecture

　The Sorcerer’s Apprentice

　Architecture for brands

　Houses versus streets

　Mono-platform brands

　Multi-platform brands

　Lego: Building blocks of a new future

　When the rubber hits the road

　Comfort: Designing a turnaround

　Let’s go round again

　Key takeouts

　Checklist 7: Brand architecture

Appendix 1: Masterbrand positioning tips and tricks

Appendix 2: Example masterbrand positioning tool

Appendix 3: Masterbrand positioning tool template

References

Index

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作者简介：

　　David Taylor is Founder and Managing Partner of the brandgym, a consultancy helping teams develop action-oriented brand strategies. He has worked with many highly acclaimed and well-respected companies such as Unilever, SAB Miller, Danone, Cadburys and Blockbuster to help them boost brand and business performance. He was recently named by the CIM as one of the 50 leading marketing thinkers of today.

He began his career in brand management with Procter & Gamble and Sara Lee before completing an MBA at INSEAD, France. He then started and successfully grew the Paris office of Added Value, Europe's leading marketing consultancy.

His first book, 'the brandgym: A practical workout for boosting brand and business’ was published in 2002 and quickly became Amazon UK’s best selling branding title. He has also written many articles for Marketing, Brand Strategy, Marketing Business and Market Leader, and is a regular speaker at branding conferences.

书籍介绍

Having spent billions of dollars on creating, building and defending strong brands, it’s payback time. These brands need to give birth to some beautiful and profitable offspring. Enter the world of brand stretch … a red-hot issue for brand teams and boardrooms alike. Done well, brand extension has the potential to create explosive growth for your business. However, the overcrowded extension graveyard shows just how hard it is to stretch successfully. This book provides practical help on both the method and the mindset needed to boost your chances of winning, illustrated with cases on Dove, Bacardi, Virgin, Starbucks, easyGroup, Budweiser and many others. ‘David Taylor's latest book offers a powerful combination of well-researched case studies and practical tips for today's managers. In a world where the ability to stretch your brands further is a key source of competitive advantage, Taylor's advice is required reading.’ Andrew Harrison, Marketing Director, Nestlé Rowntree ‘Taylor cuts through the jungle of jargon and overly-theoretical models that have made up the thinking on brand extension up to now. Brand Stretch is less a textbook and more a handbook for growth that teams can use day to day.’ Adam Morgan, author of Eating the Big Fish and founder of eatbigfish, London, UK ‘Insightful and impactful, the principles in Brand Stretch can help you win in the marketplace.’ Maurice Doyle, Commercial Director, Bacardi-Martini UK ‘A comprehensive list of suggestions to assist in the success of companies looking to extend their brands.’ Cliff Burrows, Managing Director, Starbucks Coffee Company (UK) Ltd ‘David Taylor provides a well-grounded, cohesive approach to leveraging your brand's strengths. Brand Stretch is a practical and creative resource for marketers looking to maximize brand value.’ Kevin Lane Keller, E. B. Osborn Professor of Marketing, Amos Tuck School of Business, USA