The Infinite Asset: Managing Brands to Build New Value, 1st Ed. (Безграничный актив: управление брендами для создания новой ценности)
Опубликовано на портале: 30-10-2003
Harvard: Harvard Business School Press, 2001
As never before, marketers and CEOs urgently need tools to manage vast groups of brands - not as individual elements or collections under one corporate roof - but as complex systems that transcend corporate boundaries. The Infinite Asset is the first book to provide such a model and a proven toolkit to effect it. The authors, Hill and Lederer, use in-depth case studies - 3M, Cadillac, PING, and Miller Beer - to illustrate how brands add both economic and strategic value to companies, especially during economic downturns when one brand's setback can devalue another otherwise hardy brand within the same system. They discuss in detail how a robust brand system enables a company to create, grow, and replenish its brands regularly, for products and services in both consumer and business-to-business markets, and to hedge against ever-present market risks. The book effectively provides top executives with the first ever strategic approach to resolving tough questions on whether to umbrella brand, the right number of brands, strategic alliance strategy and the role of the brand manager in the 21st century. Early reviewers have called it "important" and "groundbreaking."
Hill and Lederer in this book give us a very convincing argument why branding must be treated as an asset on line with products and intellectual properties. They introduce us to the "brand portfolio molecule" [BPM], which comes across as a very powerful tool to understand the relationship between not only the different brands in a company's portfolio but also to other brands outside the direct control of the company as perceived by the customer. With this information the authors move on to show how active brand portfolio management can be used to identify new growth opportunities both within the portfolio and as natural extensions.
The book is full of actual examples of good and bad practice, and it covers both established companies that turns to active brand portfolio management and newcomers, that incorporate it from the beginning. The message in this book is not only for marketing people but also very much for the business leader, who wants to understand the power of brands and how he or she can use it to grow the company.
asset management brand management marketing strategy маркетинговая стратегия управление активами управление брендами
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European Journal of Marketing. 1990. Vol. 24. No. 2.