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The Infinite Asset: Managing Brands to Build New Value

Managing Brands to Build New Value. Sprache: Englisch.
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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.

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
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.§
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