Product Description

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.

Product Details

• Amazon Sales Rank: #891140 in Books
• Published on: 2001-09-01
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 238 pages

From the Publisher
 This book is the first to provide a holistic model of brand strategy.
 Shows how to manage brand risk and create value in the space between brands.
 With the exponential increase of brands--in size and number--over the last two decades, there has arisen an urgent need for models and tools with which to manage large groups of brands as portfolios, not as individual elements under one corporate roof.
 The Brand Molecule: The authors have conceived a visual tool--the brand molecule--that will help companies more effectively to build, map, and manage their brands portfolio.
 Brand Portfolio Approach: The brand molecule appears within the context of a new structural approach--derived from extensive empirical research--to designing and implementing brand systems, whereby large firms can more profitably and systematically convert brand equity into shareholder value.
 Uses in-depth case studies--3M, Cadillac, PING, and Miller Beer-- to illustrate how brands can add both economic and strategic value and how a robust brand system can enable a company to create, grow, and replenish its brands regularly, for products and services in both consumer and business-to-business markets.
 Forward by Kevin Lane Keller, Dartmouth professor and author of HBR's "Brand Report Card" as well as the leading textbook, Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Keller is considered the academic source on brand management.

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