Sam Hill, Chris Lederer

The Infinite Asset: Managing Brands to Build New Value

• Gebundenes Buch

Produktbeschreibung

The authors use in-depth case studies from 3M, Cadillac, Miller Beer, and other corporations to illustrate how brands add both economic and strategic value to companies, especially during economic downturns.

Produktdetails

• Verlag: Harvard Business Review Press
• Seitenzahl: 240
• Erscheinungstermin: Oktober 2001
• Englisch
• Abmessung: 244mm x 164mm x 24mm
• Gewicht: 549g
• ISBN-13: 9781578512492
• ISBN-10: 1578512492
• Artikelnr.: 21015381

Autorenporträt

Sam Hill was Chief Marketing Officer at Booz Allen & Hamilton; he is now a partner at Helios Consulting and co-author of Radical Marketing.

Inhaltsangabe

Foreword: by Kevin Lane Keller
Part 1: Understanding the Brand Portfolio
Chapter 1: Brands, New Value Creation and Competitive Advantage
Chapter 2: Elements of the New Model
Chapter 3: The Molecule in Detail
Chapter 4: Portfolio Dynamics
Chapter 5: How Brand Portfolios Differ
Part 2: Optimizing the Brand Portfolio
Chapter 6: Measuring Success
Chapter 7: Toolkit: Extensions
Chapter 8: Toolkit: Repositioning
Chapter 9: Toolkit: Pruning
Chapter 10: Toolkit: Over-Branding
Chapter 11: Toolkit: Co-Branding
Chapter 12: Toolkit: Amalgamation
Chapter 13: Toolkit: Partitioning
Chapter 14: Toolkit: Scaling
Chapter 15: Using the Tools
Part 3: Implementing Brand Portfolio Management
Chapter 16: Brand Portfolio Management-the 3m Case
Chapter 17: Overcoming Organizational Resistance
Chapter 18: Lessons Learned in the Trenches
Chapter 19: The Implications of Infinity
Afterword: About the Research
Notes
Acknowledgments
Index
About the Authors