Beschreibung:
The authors use in-depth case studies from 3M, Cadillac, Miller Beer, and other corporations to illustrate how brands add both economic and strategic value to companies, especially during economic downturns.
Foreword: by Kevin Lane KellerPart 1: Understanding the Brand PortfolioChapter 1: Brands, New Value Creation and Competitive AdvantageChapter 2: Elements of the New ModelChapter 3: The Molecule in DetailChapter 4: Portfolio DynamicsChapter 5: How Brand Portfolios Differ