Infinite asset : managing brands to create new value / Sam Hill, Chris Lederer.

Format:

Book

Author/Creator:

Hill, Sam, 1953-

Contributor:

Lederer, Christian, 1965-

Language:

English

Subjects (All):

Brand name products--Management.

Brand name products.

Brand name products--Management--Case studies.

Genre:

Case studies.

Physical Description:

xii, 238 pages : illustrations ; 25 cm

Place of Publication:

Boston, Mass. : Harvard Business School Press, [2001]

Summary:

Remember when brand management was as straightforward as promoting a single product or service? Today, brands mingle so much -- McDonald's and Disney partner on promotional giveaways,Subaru markets an L.L. Bean edition of the Outback, Toys R Us and Amazon.com jointly launch an online toy store -- a whole system of brands can make or break a product and a career. Once content to "mind their own brands," marketers need a radically different game plan to succeed in this complex marketplace.

In The Infinite Asset, Sam Hill and Chris Lederer unveil an ingenious strategy -- the Brand Portfolio Approach -- that exponentially increases the value of brands by exploding them beyond the boundaries of their division or even their parent company. The authors argue that a company's brand portfolio must reflect how the target customer actually views the brand; it must encompass every brand -- whether the company owns it or not -- that affects the buying decision.

Based on thirty years of consulting experience and extensive research across industries, the authors introduce a breakthrough 3-D mapping tool -- the brand portfolio molecule -- that lets managers visualize all elements of a brand and how they interact to create new value. Compelling case studies apply the model to the brand strategies of companies including 3M, Cadillac, Miller Beer, and Yahoo! The first to provide a holistic model for brand value creation and management, this book is the must-have guide to leveraging every company's infinite asset for lasting competitive advantage.

Contents:

Part 1 Understanding the Brand Portfolio

1 Brands, New Value Creation, and Competitive Advantage 3

2 Elements of the New Model 11

3 The Molecule in Detail 21

4 Portfolio Dynamics 39

5 How Brand Portfolios Differ 49

Part 2 Optimizing the Brand Portfolio

6 Measuring Success 61

7 Toolkit: Extensions 69

8 Toolkit: Repositioning 79

9 Toolkit: Pruning 87

10 Toolkit: Over-Branding 95

11 Toolkit: Co-Branding 103

12 Toolkit: Amalgamation 111

13 Toolkit: Partitioning 119

14 Toolkit: Scaling 127

15 Using the Tools 133

Part 3 Implementing Brand Portfolio Management

16 Brand Portfolio Management

the 3M Case 155

17 Overcoming Organizational Resistance 167

18 Lessons Learned in the Trenches 175

19 The Implications of Infinity 181

Afterword: About the Research 197.

Notes:

Includes bibliographical references (pages 207-220) and index.

ISBN:

1578512492

OCLC:

46314572