Brand Stretch: Why 1 in 2 Extensions Fail, and How to Beat the Odds

Brand Stretch: Why 1 in 2 Extensions Fail, and How to Beat the Odds
Publisher: John Wiley & Sons
Authors: David Taylor
Published on: 2006-02-08
Page Count: 178 pages
Print Type: BOOK
Maturity Rating: NOT_MATURE
Language: en
Embeddable: Yes
PDF Available: Yes
EPUB Available: No
ISBN-13: 9780470862124
ISBN-10: 0470862122
... 7-Up Gold was explained by one executive as follows: The product was misunderstood by the consumer. People had a clear view of what 7Up products should be – clear and crisp, clean and no caffeine. 7-Up Gold is darker and it does have ...

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