Summary of Brandstretch

Looking for the book?
We have the summary! Get the key insights in just 10 minutes.

Brandstretch book summary
Start getting smarter:
or see our plans

Rating

7 Overall

8 Applicability

6 Innovation

6 Style

Recommendation

Given how heavily companies spend on advertising and merchandising, any factor - in this case, better use of branding - that could possibly enhance the survival chances of a product extension deserves serious consideration. In fact, if you are thinking about launching a new product tied to an existing brand, this informative book might save your career. Author David Taylor identifies so many prerequisites for making a brand offshoot successful that you may decide to take up some safer activity - like bungee jumping. That cautionary guidance alone is invaluable. Unlike many other marketing authors, Taylor writes concise chapters, liberally dosed with good examples. Each chapter ends with a summary, checklist and pertinent takeout. The package works well to convey Taylor’s provocative ideas. To avoid embarrassing product failures, read this book. getAbstract.com warmly recommends it to those daring enough to be branding and product-marketing specialists.

In this summary, you will learn

  • Why half of all brand extensions fail;
  • How to beat those odds; and
  • How to enhance the success rate of brand extensions by emphasizing specific consumer benefits and avoiding brand confusion.
 

About the Author

David Taylor is a founder and managing partner of thebrandgym, a British consulting company that develops brand strategies. His clients include Unilever, SAB Miler, Cadbury and Blockbuster. Taylor began his career with Proctor & Gamble and Sara Lee. He holds an M.B.A. from INSEAD in France. He is also the author of thebrandgym: A Practical Workout for Boosting Brand and Business.

 

Summary

Why Brand Extensions Break Down
Some marketing purists insist that "one idea, one brand" is the conceptual way to success in marketing, but the reality is that brand extensions are here to stay — even though half result in failure. Enhance your odds of launching a successful ...

Get the key points from this book in 10 minutes.

For you

Find the right subscription plan for you.

For your company

We help you build a culture of continuous learning.

 or log in

Comment on this summary

More on this topic

Contained in Knowledge Pack:

Customers who read this summary also read

More by category