The Infinite Asset: Managing Brands to Build New Value

By Kevin Lane Keller, Sam Hill, Chris Lederer

Book Overview

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"