TITLE

Elastic brands

AUTHOR(S)
Taylor, David
PUB. DATE
March 2004
SOURCE
Brand Strategy;Mar2004, Issue 180, p36
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Gives advice on brand extensions and brand stretching. Lessons that can be learned from Virgin and Dove brand extensions; Brand added value; Need to consider emotional and functional benefits of brand extensions.
ACCESSION #
12536495

 

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