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Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
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Searching... | 30000004802462 | HD69.B7 H54 2001 | Open Access Book | Book | Searching... |
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Summary
Summary
Introduces a 3-D mapping tool - the brand portfolio molecule - that lets managers visualize elements of a brand and how they interact to create new value. This book argues that a company's brand portfolio must reflect how the target customer actually views the brand.
Author Notes
Sam Hill was Chief Marketing Officer at Booz Allen and Hamilton; he is now a partner at Helios Consulting Group
Chris Lederer once a brand manager at Lever Brothers and a Senior Associate at Booz Allen, is also a partner at Helios
Reviews 1
Publisher's Weekly Review
In this intriguing book, which will strike most readers as a glib theoretical exercise, the authors contend, "the greatest brand value is now being created in the intersections between individual brands. Kmart and Martha Stewart are worth more together than they are apart." The authors, partners at Helios Consulting, lay out a formula for capitalizing on this idea: chart every interaction a brand has from where it's advertised to who its partners are and determine how to get the most out of every relationship, and they explain this formula in three simple chapters (understanding, optimizing and implementing). (Oct.) (c) Copyright PWxyz, LLC. All rights reserved
Table of Contents
| Foreword | p. ix |
| Part 1 Understanding the Brand Portfolio | |
| 1 Brands, New Value Creation, and Competitive Advantage | p. 3 |
| 2 Elements of the New Model | p. 11 |
| 3 The Molecule in Detail | p. 21 |
| 4 Portfolio Dynamics | p. 39 |
| 5 How Brand Portfolios Differ | p. 49 |
| Part 2 Optimizing the Brand Portfolio | |
| 6 Measuring Success | p. 61 |
| 7 Toolkit: Extensions | p. 69 |
| 8 Toolkit: Repositioning | p. 79 |
| 9 Toolkit: Pruning | p. 87 |
| 10 Toolkit: Over-Branding | p. 95 |
| 11 Toolkit: Co-Branding | p. 103 |
| 12 Toolkit: Amalgamation | p. 111 |
| 13 Toolkit: Partitioning | p. 119 |
| 14 Toolkit: Scaling | p. 127 |
| 15 Using the Tools | p. 133 |
| Part 3 Implementing Brand Portfolio Management | |
| 16 Brand Portfolio Management--the 3M Case | p. 155 |
| 17 Overcoming Organizational Resistance | p. 167 |
| 18 Lessons Learned in the Trenches | p. 175 |
| 19 The Implications of Infinity | p. 181 |
| Afterword: About the Research | p. 197 |
| Acknowledgments | p. 203 |
| Notes | p. 207 |
| Index | p. 221 |
| About the Authors | p. 237 |
