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About this book
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.
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Yes, you can access Brand Stretch by David Taylor in PDF and/or ePUB format, as well as other popular books in Business & Marketing. We have over one million books available in our catalogue for you to explore.
Information
82 BRAND STRETCH
Table 5.2: Image impact questions.
1. Reinforce: how will it
reinforce the current
strengths in the brand
promise?
2. Add: which positive new
values and benefits will it
add?
3. Subtract: are there any
aspects that are inconsistent
with the brand vision?
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Innovation stimulation
Extensions may have some positive effects on the masterbrand image and enhance the ability
to launch future extensions. However, unless something fundamental is done to improve the
core product range, no pick-up in sales is likely. Take the launch of the striking PT Cruiser
by Chrysler (Figure 5.7). As one observer noted:
So far, there is little indication that the craze over the PT is sparking enthusiasm in the
U.S. for other Chrysler-brand vehicles (4).
On the other hand, what hero extensions can do is stimulate and inspire a renewed product
offering in terms of the core product, packaging and communication.
Figure 5.7: Chrysler PT Cruiser.
Reproduced by permission of DaimlerChrysler UK Ltd.
Table of contents
- Brand Stretch