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Product management / Communication design / Graphic design / Brand extension / Brand / Virgin Group / Bacardi / Marketing / Brand management / Identification


Brand stretch – or brand ego trip? CHAPTER 1 Headlines Most companies have caught the brand stretching bug, seeing it as a cheaper and less risky
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Document Date: 2007-10-05 15:42:34

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London / Ibuprofen / /

Company

Pepsi / Wal-Mart / Tesco / Harley-Davidson / Vodafone / Frito-Lay / Marks & Spencer / T-Mobile / Coors / /

Country

United States / United Kingdom / /

Currency

USD / /

Facility

Radio Holidays Record store Figure / /

IndustryTerm

functional product / electricity accounts / potato chip / Retail competitors / high-tech video games / airline / financial services / baby food / conservative communications / me-too product / life insurance / healthy products / airline tickets / web-based ways / airlines/travel / good product / /

MusicGroup

Atlantic / /

NaturalFeature

Coors Rocky Mountain / /

Organization

Virgin’s Robin Hood-like mission / London Business School / /

Person

Al Ries / Richard Branson / Mark Ritson / Robin Hood-like / Mike Oldfield / Virgin Holidays / /

Position

king / Professor / general rule / /

RadioStation

Core / /

Technology

cellular telephone / potato chip / /

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