The Infinite Asset: Managing Brands to Build New Value

Front Cover
Harvard Business School Press, 2001 - Business & Economics - 238 pages
0 Reviews
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.


What people are saying - Write a review

We haven't found any reviews in the usual places.

Related books

Other editions - View all

References to this book

All Book Search results »

References from web pages

Prophet - Insights - Books - Brand Asset Management by Scott M. Davis
The Infinite Asset: Managing Brands to Build New Value. By Chris Lederer, Sam Hill, and Kevin Lane Keller. Remember when brand management was as ...
www.prophet.com/ insights/ books/ infinite_asset.html

SAM HILL ONLINE
The Infinite Asset: Managing Brands to Build New Value by Sam Hill, Chris Lederer, Kevin Lane Keller Harvard Business School Press; September 2001 ISBN: ...
www.samhillonline.com/ books-nonfiction.htm

ACM: Ubiquity - What's in a Name? Ask Yahoo!
Hill is co-author (with Chris Lederer) of the new book, The Infinite Asset: Managing Brands to Build New Value. He is the former chief marketing officer at ...
www.acm.org/ ubiquity/ interviews/ s_hill_1.html

The Infinite Asset: Managing Brands to Build New Value SAM HILL
The Infinite Asset: Managing Brands to Build New Value - Sam Hill w Mareno.pl.
www.mareno.pl/ prod/ MIDN/ 1578512492

The Infinite Asset: Managing Brands to Build New Value, 1st Ed ...
The Infinite Asset: Managing Brands to Build New Value, 1st Ed. (Безграничный актив: управление брендами для создания новой ценности) ...
www.ecsocman.edu.ru/ db/ msg/ 80282.html

Books : The Infinite Asset: Managing Brands to Build New Value
Buy The Infinite Asset: Managing Brands to Build New Value Books cheap.
www.kgbiz05.com/ cgi-bin/ apf4/ amazon_products_feed.cgi?ItemId=1578512492& Operation=ItemLookup

The New Strategic Brand Management published by Kogan Page (Branding)
The New Strategic Brand Management will provide all marketing and brand managers with a thorough understanding of the new rules of brand management and how ...
www.kogan-page.co.uk/ bookdetails.aspx?ISBN=9780749442835

THE INFINITE ASSET: MANAGING BRANDS TO CREATE NEW VALUE - Sam Hill ...
THE INFINITE ASSET: MANAGING BRANDS TO CREATE NEW VALUE - Sam Hill, Christian Lederer
sam-hill-christian-lederer.comprar-livro.com.br/ livros/ 1157851249/

Om Books :: FICTION Books India
159. American Diabetes Association Complete Guide To Diabetes. Author : Bruce R Zimmerman. ISBN #: 1580400388. Price: Rs. 595.00 ...
www.om-books.com/ booklist/ index.asp?page=16& id=228& sn=FICTION& ctr=160& lstCtr=160& nxtPage=11

University of Chicago Press - Brand Synthesis - 10.1086/346254
All Journals > Journal of Consumer Research > March 2003 > Brand Synthesis. Journal of Consumer Research. Search Journal ...
www.journals.uchicago.edu/ cgi-bin/ resolve?id=doi:10.1086/ 346254

About the author (2001)

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

Bibliographic information