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Sam Hill and Chris Lederer say brand-dominated business strategies will be the true road to commercial success for at least 10 more years. But when they say it, they aren't talking about today's prevailing approach, in which brands owned by a single company are combined in the manner of the Hewlett-Packard LaserJet printer. That's old news, contend Hill and Lederer, marketing veterans and partners at Helios Consulting. The next level, they say, is "brand portfolios"--actively managed collections of every brand, regardless of ownership, that intersects with another. Developing and running such systems (like those that connect Intel, Microsoft, and Dell, for example) is the subject of The Infinite Asset, a sharp and practical guide to adopting their well-considered suggestions on handling brand portfolios in the same way that financial portfolios are managed. The authors look at case studies of 3M and Miller Beer, among others, which help readers visualize the relationships that tie their brands to each other and to the outside world. They also put together an eight-part "toolkit" that covers brand extensions and repositioning, as well as an organizational design for implementing brand-portfolio management. --Howard Rothman
Book Description
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 "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
· 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 & 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 Booz·Allen, is also a partner at Helios.
Customer Reviews:
Useful ... written by a consultant ..........2002-01-21
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 relationships on a 3 dimensional model. Interesting ... but I would question the value of the time and effort spent to create such a diagram. I don't think the authors would disagree with me when I say it is the thought process that makes the difference .. not the fancy depiction.
An alternative look at branding.......2001-11-07
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.
infinite asset.......2001-10-23
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.
Yes, it is organized more as two books in one, and often the best statement of the concept is at the end, rather than the beginning of the chapter. But it is well written (has great quotations) a fast read for the complexity of thought and experience it contains. Worth the time.
Book Description
"Most companies do a poor job of managing their brands. Scott Davis vividly illustrates well-managed and poorly managed brand programs and provides the best methodology I have seen for improving your brand asset management."
â Phil Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University
Customer Reviews:
A good read.......2006-01-26
Utilizing an 11-step, four phase process, and the author demonstrates how to leverage a company's brands into a valuable asset. Allowing a company to charge a premium for their brands and still maintain market leadership is the goal of the author's process to helping companies capitalize on their brands.
Phase 1: Developing a Brand Vision. A good Brand Vision integrates the company's strategic and financial growth goals with the role brands should play and the direction the role of the brands in achieving these goals should be.
Phase 2: Determining Your BrandPicture. A brandpicture is defined by the authors as "a snapshot of your brand today, as seen by the customer." This allows the company not only to see itself through the customer's eyes, but also understand what the brand stands for and why customers choose this brand. It also helps companies to understand what customers expect from the brand, as well as understand additional needs or wants the customers may have.
Phase 3: Developing a Brand Asset Management Strategy. Positioning the brand for success and extending the brand are critical to fueling growth. Understanding who the competitors are and studying the benefits, strengths and weaknesses off all the competition are critical to having a successful brand asset management strategy.
Phase 4: Supporting a Brand asset management Culture. The final phase ensures that company's culture rallies around the brand as an asset and ensures that the strategies of top management are being implemented. This phase also involves calculating a return on brand investment (ROBI).
A new concept? You're kidding me!.......2003-11-13
I find it surprising the way that some business authors claim that they are creating a brand new concept on how to manage something - in this case the brand, using the "Brand Asset Management" concept - when in fact they are only repackaging old and traditional concepts - in this case, marketing and brand concepts - and giving them fancy names (BrandPicture, BrandContract, etc). Don't be surprised if you feel as if you're reading your old marketing or brand management textbook in a new paperback format. It is as if Kotler had rejuvenated himself and lost some weight.
There is absolutely nothing new on what the author proposes. From defining the "Brand Vision" to implementing it through communications, pricing, and channel strategy, the only positive someone can take out of this book is that it summarizes everything in 250 pages.
Definitely worth reading for beginners as well as experts.......2003-09-14
This book is a comprehensive and holistic approach to brand mgmt. The author presents an expanded view of the meaning and role of brands and gives a new dimension, deeper than the single, limited conceptualization of a brand as a product. The role of the organizational associations, of the culture values and the emotional imput is very well integrated to understand the multidimensional meaning of a brand. Another excellent brand book I realy like is 60-Minute Brand Strategist by Idris Mootee. This book is a very interesting read with lots of diagram and quotes, although not written in a traditional how-to book style. The insights presented to understand brand and company valuations are very well explained.
Pure Spin. Recycled material at best........2003-08-27
This book is more of the same rehashed, recycled, repurposed content from the authors. Much of this material is available in any basic marketing text. In fact, this book reads strikingly similar to just about any training manual on the basics of branding. If you've worked at any of the big agencies: McCann, JWT, Y&R, you learn the contents of this book on your first day in about a hour. All the cases cited in this book are stale and extremely weak. The "editorial reviews" listed above are shill quotes from clients who are cited as "cases" in the book.
Remember this before you buy: the author, and the firm for whom he works, use this book as nothing more than a lead-generation tool--it's called "thought leadership", a nebulous term used by company to propagate its own way of thinking. Save your money. Don't become a victim of Prophet's propoganda. Buy something with substance like Jean Noel Kapferer.
Boring and non-specific.......2002-09-14
This is another "lead generation" piece for the branding agency (Prophet) but unlike some of David Aaker's earlier books which are truly innovative and helpful, this one is a dead fish. Don't waste your time.
Book Description
Brand-name products represent the largest single sector of the U.S. economy, yet there is no simple format in existence to educate people about the rules of trademark.
Customer Reviews:
Perfect Guide to TM Law for Lawyers, Students, & Businesses.......2004-07-28
Mr. Franklin's book provides a wonderful guide to Trademark law that is appropriate for attorneys, students, and businesses alike. As an attorney, I found the book insightful. As a teacher, I found the tone of the book appropriate for my students. It is easy to read, straightforward, and enlightening. I recommend this book to any business owner who is seeking to learn more about Trademark law and protect their brand.
Legal Reference Guide.......2004-02-04
This book could be useful to the right reader. The emphasis is legal/trademark. It's a mini-text heavy on tradmark basics, definitions and court decisions. Franklin provides guidance on topics like trademark process and the differences between a copyright, trademark, etc.. Ir addresses the legal aspects of how to keep your trademark from becoming a generic word as was the fate of Xerox (we all should have such problems.) The book would probably be a good intro/reference for law students or paralegals but as a marketing mgr for a small company it wasn't what I was looking for.
An Essential Resource For Every Business.......2003-12-09
Mr. Franklin's book is an essential resource for every lawyer and business executive. Mr. Franklin attempts to use every day language to describe the complex legal issues involved in protecting a busdiness's trademark and succeeds masterfully. The book is clear, concise and comprehensive. If your business has trademark or trade name worth protecting, you need to read this book.
A concise, no-frills, instructional guide.......2003-11-06
Written by private practice lawyer Talcott J. Franklin, Protecting The Brand is a concise, no-frills, instructional guide to promoting, maintaining, protecting, and utilizing trademarks while insuring and safeguarding that brand name and its consequent recognition value in the highly competitive market place. Individual chapters cogently address the general use of brands, brand strategy, trademark enforcement, brand standards, risks and benefits of licensing, and more. Protecting The Brand is very highly recommended reading -- especially for anyone with an intellectual or product-based concept to protect.
Book Description
From Enron and WorldCom to the Catholic Church and Major League Baseball, reputation crises have never been more widespread. Now Ronald J. Alsop, a veteran Wall Street Journal authority on branding and reputation management, explains the dangers -- and gives organizations the eighteen crucial laws to follow in developing and protecting their reputations.
Consider this example of a simple decision made by a low-ranking employee: When rescue workers at the site of the World Trade Center disaster sought bottled water from a nearby Starbucks outlet, they complained that an employee charged them for it. In a matter of hours, the Internet had picked up the story and Starbucks' carefully cultivated worldwide reputation was quickly besmirched.
This is just one instance among many of how the business world, ever more global and competitive, has become increasingly difficult to navigate. Studies have demonstrated the powerful impact of reputation on profits and stock prices, and yet less than half of all companies have a formal system for measuring reputation. Clearly, companies in every industry -- from Dow Chemical to Disney to DaimlerChrystler -- have much more to learn.
It is still the rare company that realizes the full value of its reputation: how corporate reputation can enhance business in good times, become a protective halo in turbulent times, and be destroyed in an instant by people at the lowest or highest levels of the corporate ladder. Mr. Alsop provides eighteen thoroughly documented lessons based on years of experience covering every aspect of corporate reputation, with a clear distillation of the complex principles at the heart of a reputation. He explains:
• How to protect your reputation when the inevitable crisis hits
• How to cope with the many hazards in cyberspace
• How to create a reputation for vision and industry leadership
• How to establish a culture of ethical behavior
• How to measure and monitor your ever-changing public image
• How to make employees your reputation champions
• How to decide when it's time to change your name
The result is a book that is important not only for business executives, consultants, and advertising, public relations, and marketing professionals but also for anyone eager to learn more about the companies they work for, buy from, and invest in.
Customer Reviews:
Good layout of a problem, but few solutions........2005-02-11
This book is worth reading just to get a sense of the way the American public views business today. The stories of businesses told in this book are one-sided and even irrational, but without a doubt, they reflect the way American business is seen by the public right now.
The problem with the book is that it offers very few ideas on how a business can successfully navigate today's minefield of public perception. As a reader hoping to come away with ideas on how to nurture the public's perception of my business, I instead finished the book feeling that businesses are largely at the mercy of dumb luck and circumstance when it comes to perception. Further, the author admits that businesses are in a "damned if you do, damned if you don't" situation when attempting to let the public know about any acts of goodwill.
This book is well-timed to take advantage of today's anti-business climate, but not of much help for those seeking to find their way through it.
The Limits of Journalism.......2004-08-06
Ronald Alsop's book is pretty much the product of what one would expect from an author with a background as a newspaper journalist. The book reads like a collection of articles on the subject. Corporate reputation-building is, of course, a very important subject these days. So one would benefit from some original thinking and deep analysis on the subject. Not much of that here, however. You could get the level of treatment the book offers from a perusal of newspaper and magazine articles over the past couple of years.
What's amazing is that none of Alsop's sources are disclosed. There is no bibliography, no footnotes disclosing where often highly specific results of corporate rankings and opinion polls should be backed up with authorities. What about the question of the reputation of an author, and his publisher, for solid research and scholarship?
About time someone spoke about reputation!!!.......2004-06-09
Alsop is a senior reporter for the Wall Street Journal and I have read many of his stories over the years. I am glad that someone of his caliber has addressed the issue of corporate reputaion at a time when big business ranks about equal to politicians in public perception. Even the mafia is thought to be less sleazy!!
Alsop starts with a basic, uncontestable premise: A corporation's reputation is one of its most valuable assets. This determines how much slack a cynical public will cut it when things start to go wrong. Other assets - such as those that show up on the balance sheet - are carefully measured, tracked and managed. Reputations are not. Not even by so-called excellently managed companies.
Next Alsop lays out various 'laws' to help a company manage its reputation. The first two just talk about how important it is and how important it is to measure it. Then he becomes much more interesting as he starts laying out what a company should do build and maintain a sterling reputation.
He stresses how important it is for a company to 'live' its values and ethics and why being defensive is actually offensive. These could be bromides. What gives them value are Alsop's anecdotes drawn from a lifetime of reporting on business. These well selected stories not only illustrate his points, they also show the reader how to implement his ideas in their own situation. And there are hundreds os such stories.
For example, Alsop talks about how being socially responsible can be an important component of a sterling reputation. And he relates how Timberland does it with a range of initiatives from monitoring labor practices at its contractors' overseas factories to giving its employess the opportunity to do community service on company time. And he doesn't stop there. He tells what dozens of other companies do from Johnson & Johnson to Paul Newman's food company.
These stories and examples are, by far, the best part of the book. This is where the value resides and it is not at all difficult to take each of these examples and suitably modify it to use in your situation.
An excellent book. My one quibble is a philosophical one. I think Alsop is too easy on companies like Altria - the former Phillip Morris. Does having an exemplary ethics code with lots of employee input compensate for the fact that its core product kills when used as intended? You make up your mind on that one. Alsop shows how Altria does a lot of things right in terms of global cultural sensitivity but I would simply not have used such an example.
Stategic Insight into Managing Corporate Reputation.......2004-06-03
"The 18 Immutable Laws of Corporate Reputation" (18 Laws) draws an up-to-date roadmap for (1)establishing a good corporate reputation, (2)maintaining that reputation and (3)repairing a damaged corporate reputation. Starting with the premise that a good reputation is a corporation's most priceless asset, writer Ronald Alsop presents mini case-studies of "lessons learned" from the crises faced by companies and organizations such as Johnson & Johnson, Merrill Lynch, Philip Morris (Altria), and the Roman Catholic Church to explore the benefits of a good reputation, the consequences of a bad reputation and ways to protect good reputations and fix bad ones.
While sticking mostly to the main highways of stategy development and avoiding the gritty back roads of tactical decision making, 18 Laws provides important insights into key principles and strategies for building, maintaining, and fixing corporate reputations. Though it lacks turn-by-turn directions and employs clichés with surprising frequency, this well-researched, well-organized and clearly-written business book is a worthwhile addition to the personal, corporate or PR agency library. C-level executives and corporate communications professionals can benefit in perusing the 18 laws in preparation for the next inevitable corporate crisis or as a strategic reference manual for use as the crisis unfolds.
A Textbook for Communications Professionals.......2004-05-03
I found this book highly readable, balanced and full of useful information. It should become a textbook for people in the communications field and for senior executives.
The book is structured so well, with the best practices of companies clearly explained. The author is feisty in his assessment of reputation blunders and shortcomings, but he always turns them into instructive lessons.
Mr. Alsop vividly illustrates each law with detailed examples. I especially enjoyed learning about companies' tactics for dealing with Internet rumors, Merrill Lynch's crisis-management strategies, and the inside story of Philip Morris's name change.
There are also many rankings of companies with the best and worst reputations. And the author has written entertaining short pieces for some of the chapters about famous corporate apologies, the IBM Hall of Shame, and a corporate name change quiz.
Given the state of corporate America's reputation, this book should have a long shelf life.
Average customer rating:
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Brand Assets (The Wiley Finance Series)
Tony Tollington
Manufacturer: Wiley
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ASIN: 047084423X |
Book Description
Can a brand qualify as an asset? Intangible assets are by their very nature difficult to value. Much confusion has existed over the classification of brands as assets and it has often been the case that purchased brands (brands with a firm value attached to them) have been included on balance sheets. However, those brands nurtured and developed by the company have not, despite their obvious importance to a company's trade.
In this book Tony Tollington exposes the inconsistencies with the valuation of brands. He looks at new approaches to the definition of brands and other intangibles as assets that allows them to be separated and valued in their own right, independently from the physical business of the company itself.
This book demonstrates practical ways forward to achieve realistic valuation of such assets within the current age.
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Are You Valuing Your Intellectual Assets Correctly?(Brief Article): An article from: Strategic Finance
Manufacturer: Institute of Management Accountants
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ASIN: B000997MI0
Release Date: 2005-07-28 |
Book Description
This digital document is an article from Strategic Finance, published by Institute of Management Accountants on October 1, 1999. The length of the article is 610 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.
Citation Details
Title: Are You Valuing Your Intellectual Assets Correctly?(Brief Article)
Publication:
Strategic Finance (Refereed)
Date: October 1, 1999
Publisher: Institute of Management Accountants
Volume: 81
Issue: 4
Page: 27
Article Type: Brief Article
Distributed by Thomson Gale
Book Description
This digital document is an article from Cornell Hotel & Restaurant Administration Quarterly, published by Cornell University on December 1, 2002. The length of the article is 7645 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.
Citation Details
Title: Brands across borders: determining factors in choosing franchising or management contracts for entering international markets.
Author: Chekitan S. Dev
Publication:
Cornell Hotel & Restaurant Administration Quarterly (Refereed)
Date: December 1, 2002
Publisher: Cornell University
Volume: 43
Issue: 6
Page: 91(14)
Distributed by Thomson Gale
Book Description
This digital document is an article from Franchising World, published by International Franchise Association on November 1, 2004. The length of the article is 801 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.
Citation Details
Title: Building a national brand: the four step cycle.(Growth, growth, growth: reaching the next level)
Author: Neal Aronson
Publication:
Franchising World (Magazine/Journal)
Date: November 1, 2004
Publisher: International Franchise Association
Volume: 36
Issue: 10
Page: 11(2)
Distributed by Thomson Gale
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Building brand assets. (brand asset management) (Marketing): An article from: Chief Executive (U.S.)
James M. Biggar , and
Elinor Selame
Manufacturer: Chief Executive Publishing
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This digital document is an article from Chief Executive (U.S.), published by Chief Executive Publishing on July 1, 1992. The length of the article is 2219 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.
From the supplier: The brand is being given increasing value by more and more companies. The brand differentiates products and services and keeps its owner legally protected from product or service duplication. The value of the brand is difficult to estimate because it is not based on the price of the products or services, but is based on brand worth. Effective brand asset management will initially require an understanding of the concept of the brand and the different brand identity options that can be utilized in the development of a brand strategy. The branding options include the monolithic strategy, trade name variations, shared/dual brand identity, endorsement, conditional identity and decentralized identity. When the branding options have been carefully examined, it would be helpful to use a 'big picture' approach to ensure the integration of the brand into the overall organizational strategy.
Citation Details
Title: Building brand assets. (brand asset management) (Marketing)
Author: James M. Biggar
Publication:
Chief Executive (U.S.) (Magazine/Journal)
Date: July 1, 1992
Publisher: Chief Executive Publishing
Issue: n78
Page: p36(4)
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Book Description
This digital document is an article from Franchising World, published by Thomson Gale on November 1, 2006. The length of the article is 1102 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.
Citation Details
Title: Building strong business and community relationships: the key to establishing a presence in the market: creating a strong brand identity through the power of networking.(FW FOCUS: MARKETING)
Author: Bill McPherson
Publication:
Franchising World (Magazine/Journal)
Date: November 1, 2006
Publisher: Thomson Gale
Volume: 38
Issue: 11
Page: 66(2)
Distributed by Thomson Gale
Books:
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- The Simplest Path to Personal and Planetary Awakening, Step One: FREE YOUR MIND: 10 Keys for Unlocking Your Personal Potential, Achieving Spiritual Awakening, ... of Humanity's Ultimate Cosmic Destiny
- The SPIN Selling Fieldbook
- The SPIN Selling Fieldbook
- The SPIN Selling Fieldbook
- The SPIN Selling Fieldbook
- The Strategic Bond Investor : Strategies and Tools to Unlock the Power of the Bond Market
- The Ten Faces of Innovation: IDEO's Strategies for Defeating the Devil's Advocate and Driving Creativity Throughout Your Organization
- The Ultimate Question: Driving Good Profits and True Growth
- Think Like Your Customer: A Winning Strategy to Maximize Sales by Understanding and Influencing How and Why Your Customers Buy
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