Infinite Asset : Managing Brands to Build New Value

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Infinite Asset : Managing Brands to Build New Value

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  • 製本 Hardcover:ハードカバー版／ページ数 240 p.
  • 言語 ENG
  • 商品コード 9781578512492
  • DDC分類 658.827

Full 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; and, 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.

Contents

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