The Infinite Asset: Managing Brands to Build New Value

by Sam Hill, Kevin Lane Keller, 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.

Genres: Business

238 pages, Hardcover

First published September 15, 2001

About the author

Marketing guru

Reviews

[Rajesh Arumugam · Rating 4 out of 5]

This book was written in 2001. But the important tools used to managing brands to build new values are explained clearly with easy to understand examples. There might be more sophisticated tools now in 2013. But for a beginner like who is aspiring to be a MBA graduation and has just started a retail shopping firm, this is a very good start.