The Infinite Asset: Managing Brands to Build New Value
ISBN-10:
1578512492
ISBN-13:
9781578512492
Author(s): Kevin Lane Keller; Sam, Hill
Edition: First Edition
Released: Sep 15, 2001
Publisher: Harvard Business Review Press
Format: Hardcover, 238 pages
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Description:
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.
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