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Brandstretch

David Taylor

John Wiley & Sons, Inc., 2004

(7)

To get the most from your core brand, treat it like a rubber band and s-t-r-e-t-c-h; just don't pull too far.

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Brand Failures

Matt Haig

Kogan Page, 2004

(8)

If you learn more from failure than success, here`s how to become a branding expert: study 100 flops. Want a New Coke?

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Big Brands, Big Trouble

Jack Trout

John Wiley & Sons, Inc., 2001

(9)

Jack Trout isn’t just fishing. He knows how to hook consumers by baiting your brand with the perfect lure.

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Another One Bites the Grass

Simon Anholt

John Wiley & Sons, Inc., 2000

(8)

It the world of international marketing, it’s not borders that separate countries, it’s culture.

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Brand Failures