Brand Stretch: Why 1 in 2 extensions fail, and how to beat the odds: A brandgym workoutISBN: 978-0-470-86211-7
Hardcover
178 pages
March 2004
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Other Available Formats: E-book
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“This is essentially a useful guide for brand managers in organisations without long-term wisdom.” (Brand Strategy, May 2004)
“If this review were to be only two words, they would be 'Buy this!' [this] book is an essential, authoritative and easy-to-understand..” (Media Week 4 May 2004)
"...an admirable book..." (Management Today, March 2004)
