The infinite asset: managing brands to build new value
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Boston, Mass.
Harvard Business School Press
2001
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XII, 238 S. |
| ISBN: | 1578512492 |
Internformat
MARC
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Datensatz im Suchindex
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|---|---|
| adam_text | contents
Foreword: Kevin Lane Keller ix
Part 1 Understanding the Brand Portfolio
1 Brands, New Value Creation,
and Competitive Advantage 3
2 Elements of the New Model 77
3 The Molecule in Detail 21
4 Portfolio Dynamics 39
5 How Brand Portfolios Differ 49
Part 2 Optimizing the Brand Portfolio
6 Measuring Success 61
7 Toolkit: Extensions 69
8 Toolkit: Repositioning 79
9 Toolkit: Pruning 87
10 Toolkit: Over Branding 95
11 Toolkit: Co Branding 103
12 Toolkit: Amalgamation 777
13 Toolkit: Partitioning 779
vii
n [ contents
14 Toolkit: Scaling 127
15 Using the Tools 133
Part 3 Implementing Brand Portfolio Management
16 Brand Portfolio Management—the 3M Case 755
17 Overcoming Organizational Resistance 167
18 Lessons Learned in the Trenches 175
19 The Implications oflnfinity 181
Afterword: About the Research 197
Acknowledgments 203
Notes 207
Index 221
i About the Authors 237
|
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| spelling | Hill, Sam Verfasser aut The infinite asset managing brands to build new value Sam Hill ; Chris Lederer Boston, Mass. Harvard Business School Press 2001 XII, 238 S. txt rdacontent n rdamedia nc rdacarrier Brand name products Management Brand name products Management Case studies Produktportfolio (DE-588)4130871-2 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf (DE-588)4522595-3 Fallstudiensammlung gnd-content Markenpolitik (DE-588)4144679-3 s DE-604 Produktportfolio (DE-588)4130871-2 s DE-188 Lederer, Chris Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009743975&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Hill, Sam Lederer, Chris The infinite asset managing brands to build new value Brand name products Management Brand name products Management Case studies Produktportfolio (DE-588)4130871-2 gnd Markenpolitik (DE-588)4144679-3 gnd |
| subject_GND | (DE-588)4130871-2 (DE-588)4144679-3 (DE-588)4522595-3 |
| title | The infinite asset managing brands to build new value |
| title_auth | The infinite asset managing brands to build new value |
| title_exact_search | The infinite asset managing brands to build new value |
| title_full | The infinite asset managing brands to build new value Sam Hill ; Chris Lederer |
| title_fullStr | The infinite asset managing brands to build new value Sam Hill ; Chris Lederer |
| title_full_unstemmed | The infinite asset managing brands to build new value Sam Hill ; Chris Lederer |
| title_short | The infinite asset |
| title_sort | the infinite asset managing brands to build new value |
| title_sub | managing brands to build new value |
| topic | Brand name products Management Brand name products Management Case studies Produktportfolio (DE-588)4130871-2 gnd Markenpolitik (DE-588)4144679-3 gnd |
| topic_facet | Brand name products Management Brand name products Management Case studies Produktportfolio Markenpolitik Fallstudiensammlung |
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