How to Read Strategic Brand Extension: Practitioners’ Guide to Profitably Extend Brands Into New Categories RTF
Brand Extension radically changed the world of business. It enables companies to create totally new businesses. It provides a means to diversify into new categories other than through expensive mergers and acquisitions. It offers an innovative way to develop new products. It allows some firms to turn what was a single product or service into a broad line of products in a variety of categories. That is why Amazon, Apple, Clorox, Disney, Nestle’, Starbucks and hundreds of other companies use brand extension. If you have the responsibility to help grow your organization, you need to understand brand extension. This is a book for practitioners to learn how to strategize, research and create brand extensions. A brand can be leveraged to generate an entirely new and profitable business with long term potential. Whether your goal is finding a new product, diversifying into a new growth category or protecting the current business from industry outsiders who might brand extend into your category, understanding how brand extension works should be something every marketing and senior executive should know. Edward M. Tauber, the author, is the father of brand extension having coined the term and developed methods to identify them. The many brand extensions he developed for major corporate clients generate over a billion dollars a year in sales – and many have for more than 25 years.
