num_pages: 238
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.
language: English
title: The Infinite Asset: Managing Brands to Build New Value
titlecomplete: The Infinite Asset: Managing Brands to Build New Value
genres: Business
ratings_count: 8
publisher: Harvard Business Review Press