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The Infinite Asset: Managing Brands to Build New Value Hardcover – September 15, 2001

by Sam Hill (Author), Chris Lederer (Author), Kevin Lane Keller (Author)

4.9 5 ratings

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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.

Editorial Reviews

Amazon.com Review

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

From Publishers Weekly

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).

From the Back Cover

"Clearly, in the near future, the only way to do business profitably will be with strong brands. Hill and Lederer take the reader on a fascinating journey through the elaborate world of brand management[JC1], focusing on the intricacies of managing brand portfolios. By offering practical solutions[EBK2][JC3], they make a complicated subject simple to understand. That's a great achievement."
-Peter Georgescu, Chairman Emeritus, Young & Rubicam Inc.

"The Infinite Asset is a fabulous resource for marketers who are ready to take brand value to the next level. Hill and Lederer use their expertise to help even the most senior marketing executive think through the Brand Portfolio Approach to unlock substantial strategic value."
-Steven J. Heyer, President and Chief Executive Officer, Coca-Cola Ventures

"Managing the brand portfolio just got a whole lot easier with Hill and Lederer's strategic set of models and tools. More important, the authors expand the scope of the brand portfolio to include brand alliances, resulting in a more comprehensive and realistic portrayal of the brand management challenges facing brand management executives today. With numerous in-depth case studies any brand manager will benefit from this easy-to-read book."
-David Aaker, Vice Chairman, Prophet Brand Strategy and author of Building Strong Brands and Brand Leadership

"The Infinite Asset offers a great argument for managing brand assets with the same energy and discipline with which we manage other corporate assets. Whether you have a drawer full of product brands or an annual report full of company brands, you will benefit from the Brand Portfolio Approach. No other book comes close to providing such a practical, updated, and relevant perspective on dealing with today's branding challenges."
-Katherine Button Bell, Vice President, Chief Marketing Officer, Emerson

About the Author

Sam Hill was Chief Marketing Officer at Booz Allen & Hamilton; he is now a partner at Helios Consulting and co-author of Radical Marketing.

Product details

Publisher ‏ : ‎ Harvard Business Review Press; First Edition (September 15, 2001)
Language ‏ : ‎ English
Hardcover ‏ : ‎ 238 pages
ISBN-10 ‏ : ‎ 1578512492
ISBN-13 ‏ : ‎ 978-1578512492
Item Weight ‏ : ‎ 1.21 pounds
Dimensions ‏ : ‎ 6.45 x 0.95 x 9.6 inches

Best Sellers Rank: #6,564,443 in Books (See Top 100 in Books)
- #7,917 in Advertising (Books)
- #13,901 in Systems & Planning
- #28,114 in Marketing (Books)

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4.9 5 ratings

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Marlon C. Sanders

I'm shocked you don't see more people raving about this book

Reviewed in the United States on February 25, 2013

Verified Purchase

Hi,

It's really shocking you don't see a lot more people raving about this book:

1. I've probably bought 50 books on branding, if not more. Basically, I've bought anything on Amazon on the topic that looked halfway decent.

2. This book is completely unique in its concepts. There's simply not another book that covers this information.

3. If you have a sprawling product line like I do (roughly 50 ebooks and training products), you'll REALLY identify with the problems and solutions. For example, the chapter on Scaling talks about what to do when your market moves. Whew! Have we ever seen THIS since 2007 in both luxury brands segmenting into multiple categories and mid-stream products getting killed by downstream products. This chapter shows what the heck to do about it.

4. This book makes crystal clear concepts that are really quite complex. Unlike most charts, the ones in this book clarify the concepts and make them easy for a business owner to understand.

If you have a number of products in your business, or your market is moving on you, or you feel you don't have brand clarity, snag this book, and you're going to be extremely happy you did.

Marlon Sanders
marlonsanders.com

2 people found this helpful

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Eduardo Hernandez

¡Amazing book!

Reviewed in the United States on November 4, 2022

Verified Purchase

Love it, very good for brading strategy understanding.

Helpful

Kindle Customer

An alternative look at branding

Reviewed in the United States on November 6, 2001

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.

7 people found this helpful

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Amazon Customer

Useful ... written by a consultant ...

Reviewed in the United States on January 20, 2002

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.

2 people found this helpful

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