PART 1 (7 mins): Extension Strategies: Skoda: how did Volkswagen reinvent the Skoda brand? Famous Failures! How some brands went "a stretch too far", including Harley Davidson perfume, yoghurt from Cosmopolitan magazine and mountain bikes from gun makers Smith & Wesson.
PART 2 (9 mins): Long Lives, Short Lives, Reincarnations: The Mars bar. What is the secret of its longevity? Cadbury's Fuse went off like a rocket but fizzled out ¨C but Wispa came back from the dead. Lyle's Golden Syrup has hardly changed in 100 years!
PART 3 (6 mins): New Product, Same Brand: Call Of Duty is the masterbrand for a range of products ¨C critics accuse Activision of "diluting the brand". Activision says: just look at sales! Special Editions is another way of getting new life out of an old product ¨C but for the Queen's Jubilee 2012 not everyone was amused.
~ Extension Strategies
~ Famous Marketing Failures
~ Long Lives, Short Lives, Reincarnations
~ Masterbrands
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