By David Taylor
Stretching the Brand offers sensible and actionable recommendation on find out how to expand winning manufacturers into new parts with out wasting sight of the price of the unique model itself. Examples of brand name stretching comprise Dove cleaning soap, which has now been prolonged to the shampoo and deodorant markets. This publication provides a single-minded concentrate on model stretching that covers subject matters no longer stumbled on at any place else, resembling how you can release model extensions and help them.Stretching the Brand will aid businesses elevate their possibilities of profitable by means of the teachings learnt from either successes and failure in model stretching. It presents the instruments and strategies to stretch a model effectively.
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Additional info for Brand Stretch: Why 1 in 2 extensions fail, and how to beat the odds: A brandgym workout
Consistency counts. communication campaign, making use of real women telling their stories about Dove. This is a key part of building the brand’s approachable, empathetic personality that provides additional ‘glue’ to tie together the extensions. The Brand Stretch workout The rest of the book will take you through a simple, practical, ﬁve-step programme designed to boost your chance of winning the brand extension game. 3). BRAND STRETCH – OR BRAND EGO TRIP? 3: Brand ego trip problems and solutions.
28 BRAND STRETCH Tango did ﬁnally get back to basics late in 2002. A new campaign was launched based on the ‘hit of the whole fruit’, with a singleminded focus on the core orange variant. Even the old tagline of ‘You’ve been Tango’d’ was resurrected. The early signs are encouraging, but it may be too little, too late for Tango. Tango summary 1. Neglect the core at your peril. 2. Avoid stealing from the core to promote new range extensions. 3. Selectively extend the core, ensuring that new products add value versus those of competitors.
However, the story gets even worse when extensions cost more owing to extra goodies yet fail to be priced up, resulting in a lower proﬁt margin. So not only does the new eat the old, the proﬁtability of the total business goes south. This problem often happens because the changes made cost the company more without adding relevant beneﬁts for the consumer. If you are really adding value, then you should be able to price up. Launch and run The problem of cannibalization is made more likely by the ‘revolving door’ syndrome on many brand teams, where new people come on board every couple of years.