eBook.de : Ihr Online Shop für eBooks, Reader, Downloads und Bücher
Connect 01/2015 eBook-Shops: Testsieger im epub Angebot, Testurteil: gut Die Welt: Kundenorientierte Internetseiten Prädikat GOLD
+49 (0)40 4223 6096
€ 0,00
Zur Kasse
PORTO-
FREI

The Infinite Asset: Managing Brands to Build New Value

Managing Brands to Build New Value. Sprache: Englisch.
Lieferbar innerhalb von zwei Wochen
Buch (gebunden)
Buch € 22,99* inkl. MwSt.
Portofrei*

Produktdetails

Titel: The Infinite Asset: Managing Brands to Build New Value
Autor/en: Sam Hill, Chris Lederer

ISBN: 1578512492
EAN: 9781578512492
Managing Brands to Build New Value.
Sprache: Englisch.
HARVARD BUSINESS

Oktober 2001 - gebunden - 240 Seiten

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.
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
SAM HILL is the cofounder of the Helios Consulting Group, which helps top management solve complex strategic problems. He was previously a partner and Chief Marketing Officer at Booz Allen Hamilton and Vice Chairman of DMB&B, a top-twenty global advertising agency. His writing has appeared in such publications as the Harvard Business Review, Strategy & Business, Fortune, Ad Age, The Wall Street Journal, and the Financial Times. He is also the coauthor of Radical Marketing and The Infinite Asset: Managing Brands to Build New Value.§
Kundenbewertungen zu Sam Hill, Chris Led… „The Infinite Asset: Managing Brands to Build New Value“
Noch keine Bewertungen vorhanden
Zur Rangliste der Rezensenten
Veröffentlichen Sie Ihre Kundenbewertung:
Kundenbewertung schreiben
Unsere Leistungen auf einen Klick
Unser Service für Sie
Zahlungsmethoden
Bequem, einfach und sicher mit eBook.de. mehr Infos akzeptierte Zahlungsarten: Überweisung, offene Rechnung,
Visa, Master Card, American Express, Paypal mehr Infos
Geprüfte Qualität
  • Schnelle Downloads
  • Datenschutz
  • Sichere Zahlung
  • SSL-Verschlüsselung
Servicehotline
+49 (0)40 4223 6096
Mo. - Fr. 8.00 - 20.00 Uhr
Sa. 10.00 - 18.00 Uhr
Chat
Ihre E-Mail-Adresse eintragen und kostenlos informiert werden:
* Alle Preise verstehen sich inkl. der gesetzlichen MwSt. Informationen über den Versand und anfallende Versandkosten finden Sie hier.
Bei als portofrei markierten Produkten bezieht sich dies nur auf den Versand innerhalb Deutschlands.

** im Vergleich zum dargestellten Vergleichspreis.
eBook.de - Meine Bücher immer dabei
eBook.de ist eine Marke der Hugendubel Digital GmbH & Co. KG
Folgen Sie uns unter: