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

作者： David Taylor著

出 版 社： John Wiley & Sons

出版时间： 2004-12-1字数：版次： 1页数： 162印刷时间： 2004/12/01开本：印次：纸张： 胶版纸I S B N ： 9780470862117包装： 精装编辑推荐

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.

内容简介

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.

目录

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