Stretching a point

David Howard

Discusses 'brand elasticity', the ability of an individual brand to establish itself in new areas or accommodate new kinds of offer under its `umbrella'.

Stretching a point

As the concept of brand elasticity gains importance, it is necessary to understand just how far the brand can stretch, and whether its elasticity can be guaranteed and maintained

David Howard

'There was things he stretched, but mainly he told the truth.'

Mark Twain: The Adventures of Huckleberry Finn.
BRAND ELASTICITY is a concept that seems to be gaining importance in market dynamics, for two key reasons. First, the existence of brand elasticity is beginning to upset accepted areas of influence, for example, the traditional arrangements that have existed, formally or informally, between manufacturers...

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