Table of Contents

Foreword: by Kevin Lane Keller Part 1: Understanding the Brand Portfolio Chapter 1: Brands, New Value Creation and Competitive Advantage Chapter 2: Elements of the New Model Chapter 3: The Molecule in Detail Chapter 4: Portfolio Dynamics Chapter 5: How Brand Portfolios Differ Part 2: Optimizing the Brand Portfolio Chapter 6: Measuring Success Chapter 7: Toolkit: Extensions Chapter 8: Toolkit: Repositioning Chapter 9: Toolkit: Pruning Chapter 10: Toolkit: Over-Branding Chapter 11: Toolkit: Co-Branding Chapter 12: Toolkit: Amalgamation Chapter 13: Toolkit: Partitioning Chapter 14: Toolkit: Scaling Chapter 15: Using the Tools Part 3: Implementing Brand Portfolio Management Chapter 16: Brand Portfolio Management-the 3m Case Chapter 17: Overcoming Organizational Resistance Chapter 18: Lessons Learned in the Trenches Chapter 19: The Implications of Infinity Afterword: About the Research Notes Acknowledgments Index About the Authors

About the Author

Sam Hill was Chief Marketing Officer at Booz Allen & Hamilton; he is now a partner at Helios Consulting and co-author of Radical Marketing.