Saylor URL: http://www.saylor.org/books Saylor.org
- Coach has successfully reinvented and expanded its brand to appeal to new markets in previously untapped
categories. Explain how the company has used a brand extension strategy and provide specific examples.
(Hint: Coach partnered with Lexus.)
Chapter 7
Developing and Managing Offerings
Having something that customers want to buy is important to any company. Most companies are started
by people who get an idea about how to make something better. Hewlett-Packard, for example, began in