Overview
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!. In addition, a comprehensive set of implementation tools guide marketers in using the model to: * identify the ""lead brand"" in the eyes of the customer * find and fill product holes * decide whether to extend, prune, or reposition a brand * arrive at the right number of brands * determine how and when to use a corporate brand as an umbrella * allocate marketing funds most effectively * trace brand value using informative metrics * convert brand equity into shareholder value and more 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. Sam Hill was Chief Marketing Officer at Booz*Allen & Hamilton; he is now a partner at Helios Consulting and co-author of Radical Marketing. Chris Lederer, once a brand manager at Lever Brothers and a Senior Associate at Booz*Allen, is also a partner at Helios.
Full Product Details
Author: Kevin Lane Keller ,
Chris Lederer ,
Kevin Lane Keller
Publisher: Harvard Business Review Press
Imprint: Harvard Business Review Press
Dimensions:
Width: 16.70cm
, Height: 2.20cm
, Length: 24.10cm
Weight: 0.544kg
ISBN: 9781578512492
ISBN 10: 1578512492
Pages: 240
Publication Date: 01 October 2001
Audience:
General/trade
,
General
Format: Hardback
Publisher's Status: Active
Availability: Temporarily unavailable
The supplier advises that this item is temporarily unavailable. It will be ordered for you and placed on backorder. Once it does come back in stock, we will ship it out to you.
Author Information
Sam Hill was Chief Marketing Officer at Booz Allen & Hamilton; he is now a partner at Helios Consulting and co-author of Radical Marketing.
