The Infinite Asset: Managing Brands to Build New Value

By Kevin Lane Keller, Sam Hill, Chris Lederer

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.

• Format: Hardcover
• Language: English
• ISBN: 1578512492
• ISBN13: 9781578512492
• Release Date: September 2001
• Publisher: Harvard Business Review Press
• Length: 240 Pages
• Weight: 1.30 lbs.
• Dimensions: 0.9" x 6.5" x 9.6"

Customer Reviews

Useful ... written by a consultant ...

This book does provide a valuable summary of others works in branding. Helps to explain and clarify how many different items have a link to your brand and shape the percpetion of it in customers minds. Not a new thought, but again a good succint summary that reminded me to think through how such relationships add value or take away from the organization and brands I work for. What this book does add is a way to depcit these...

An alternative look at branding

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...

infinite asset

The true challenge for any business book is to be both interesting and relevant. The Infinite Asset was worth the time for me, and I think it will be for a wide range of audiences. Those managing large portfolios (and of course the consultants aspiring to help them) will like the "big idea" first section. Those managing individual brands, people trying to break into brand mgmt, and new MBAs will appreciate the second section...