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 qmind their own brands, q 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: Am identify the qlead brandq in the eyes of the customer Am find and fill product holes Am decide whether to extend, prune, or reposition a brand Am arrive at the right number of brands Am determine how and when to use a corporate brand as an umbrella Am allocate marketing funds most effectively Am trace brand value using informative metrics Am 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 BoozAmAllen a 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 BoozAmAllen, is also a partner at Helios.In addition, a comprehensive set of implementation tools guide marketers in using the model to: Am identify the aquot;lead brandaquot; in the eyes of the customer Am find and fill product holes Am decide whether to extend, prune, or reposition a ...
|Title||:||The Infinite Asset|
|Author||:||Sam Hill, Christian Lederer|
|Publisher||:||Harvard University Press - 2001|