The Infinite Asset: Managing Brands to Build New Value

By Chris Lederer, Sam Hill, and Kevin Lane Keller

Remember when brand management was as straight-forward as promoting a single brand or service? Those were the days. Today, brands mingle and combine in systems that can determine the success of a brand, or a brand manager. Once content to “mind their own brands”, marketers need a new set of tools to manage and win in today’s complex brand marketplace.

In The Infinite Asset (Harvard Business School Press, 2001 with Sam Hill), Chris Lederer creates a new toolset to manage brand portfolios. Based on over 20 years of consulting experience and extensive research across industries, the book introduces a breakthrough mapping tool – the brand portfolio molecule – that lets managers visualize all elements of a brand portfolio and how they interact to create new value. It is a must-have guide to leveraging brands to create a lasting, almost infinite, competitive advantage.