The Book The Infinite Asset

The Infinite Asset

Details Book

  • Autor: Sam Hill
  • Editor: Harvard Business School Press
  • Relaese Date: 01 September 2001
  • ISBN: 1578512492
  • Format Book: PDF, Epub, DOCx, TXT, Audio, MOBI
  • Number of page: 240 pages
  • File Size: 25MB
  • Rating:


Description The Infinite Asset de Sam Hill:

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 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 Sam Hill was Chief Marketing Officer at Booz Allen

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Burim Re: The Infinite Asset

so intense! One of the best books I have ever read.

Westlake Re: The Infinite Asset

I can honestly say it was one of the best things I've ever read

Hatstat Re: The Infinite Asset

I can honestly say it was one of the best things I've ever read

Batimon Re: The Infinite Asset

I am happy that finally downloaded the epub versions. I am very happy.

Altagracia Re: The Infinite Asset

I can not remember the last time a book was so addicted.


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