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.
| ISBN-13: | 9781578512492 |
| ISBN-10: | 1578512492 |
| Publisher: | Harvard Business School Publishing India Pvt. Limited |
| Publication date: | 2001-09 |
| Edition description: | First Edition |
| Pages: | 238 |
| Product dimensions: | Height: 9.6 Inches, Length: 6.45 Inches, Weight: 1.21 Pounds, Width: 0.95 Inches |
| Author: | Sam Hill |
| Language: | en |
| Binding: | Hardcover |
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