By David Taylor

David Taylor's insightful and encouraging glance contained in the global of name stretch finds the true purposes for the terrible luck fee during this quarter and gives a realistic programme to assist strengthen your possibilities of luck. The 'brand further price' process guarantees that extension efforts specialise in promising and supplying compelling, aggressive shopper merits.

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Additional info for Brand Stretch: Why 1 in 2 Extensions fail, and how to beat the odds

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However, this promise was underpinned by a clear functional benefit of ‘healthy skin = happy baby able to play, learn and develop’. In other words, there was some sausage and not just sizzle. • Different: the emphasis on child development was very different to the more light-hearted and playful positioning of key competitor Huggies. It had a further advantage of being hard to copy by less expert retailer own-label diaper brands. Motivating • Relevant to the target consumer. 6: Masterbrand positioning criteria.

Human side of brand Job of brand Brand truth 37 Sociodemographics Centre of gravity of group in terms of age, sex, social class etc. g. 5: Consumer targets. g. g. ’ This work helped uncover a new and powerful insight: ‘healthy skin is important for a happy baby to be able to play, learn and develop’. This was fresher, more contemporary and more inspiring than the old insight (‘parents feel guilty when their babies get wet, as this often leads to nappy rash’). The ultimate brand promise, the most persuasive reason for choosing Pampers, was ‘With you every step of the way to celebrate and help you with your baby’s ongoing development’.

Dove: Brand added value in action Brand stretch was a key driver of Dove’s explosive growth during the 1990s. 7). The brand continues to grow at 20 per cent per year and is well on its way to hitting the $2 billion mark in the next few years. Strong from the core The original Dove bar is at the heart of the brand, the purest and most powerful incarnation of the promise to ‘not dry skin thanks to its 1/4 moisturizing cream’. In the US home market the brand waited 40 years before its first major extension.

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