Publications

February 2017
Case

Shang Xia: The Creation of a Chinese Luxury Lifestyle Brand

By: Anat Keinan, Sandrine Crener, Jing Xu, Janet Borgerson, Jonathan Schroeder and Zhiyan Wu

The case traces the birth of Shang Xia, a joint venture between the Hermès Group and Chinese designer Jiang Qiong Er. Launched in 2009 in Shanghai, the new brand's core mission is to revive and promote China’s 5,000-year-old cultural heritage and leverage Chinese... View Details

Keywords: Brands and Branding; Marketing Strategy; Product Positioning; Luxury; China

September–October 2024
Article

How AI Can Power Brand Management

By: Julian De Freitas and Elie Ofek

Marketers have begun experimenting with AI to improve their brand-management efforts. But unlike other marketing tasks, brand management involves more than just repeatedly executing one specialized function. Long considered the exclusive domain of creative talent, it... View Details

Keywords: Creativity; AI and Machine Learning; Brands and Branding; Product Positioning; Customer Focus and Relationships

September 2008 (Revised June 2010)
Case

Hearts On Fire - Brand Development Manager

By: Frank V. Cespedes and Benson P. Shapiro

Hearts On Fire, a successful branded diamond producer, established the position of Brand Development Manager (BDM) to build the company's presence, sales, and relationships with its retail customers. After one year, the CEO, CFO and President must evaluate the impact... View Details

Keywords: Customer Focus and Relationships; Investment Return; Brands and Branding; Marketing Strategy; Business Processes; Salesforce Management; Business Strategy

2016
Chapter

Luxury Branding Research: New Perspectives and Future Priorities

By: Anat Keinan, Sandrine Crener and Silvia Bellezza

Several major trends have changed the landscape for luxury brands. These shifts include the increasing role of technology (digital and mobile) as well as the use by consumers of alternative signals of status, such as wearing less prominently branded apparel, being less... View Details

Keywords: Luxury; Brands and Branding

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10 Sep 2012
HBS Case

HBS Cases: Branding Yoga

example. "You get this stuff for free out of your faucet," he says. "With Evian or Dasani you pay $2, $4, and that's the reaction consumers have: 'You are just attaching a fancy name on it, which costs me money.' " It's up to the company to add... View Details

Keywords: by Kim Girard; Entertainment & Recreation

March 2020
Teaching Note

onefinestay: Building a Luxury Experience in the Sharing Economy

By: Jill Avery and Anat Keinan

onefinestay was a two-sided marketplace that offered high-end home rentals to travelers who sought a more authentic and local experience than a typical upscale hotel might provide. After five years of rapid growth, it was time to do a comprehensive analysis of the... View Details

03 Nov 2014
Research & Ideas

Brand Lessons From the Nobel Prize

Greyser cites the early days of Airbus, which began as a consortium of independent European aviation firms, to build planes together using the Airbus brand as a hub—and to compete with Boeing, Lockheed, and... View Details

Keywords: by Carmen Nobel

04 May 2009
Research & Ideas

What’s Next for the Big Financial Brands

headquarters reminds us that a brand is a precious asset. The value of any brand asset depends upon whether it has delivered on its past promises and is believed likely to do so in the future. It takes years... View Details

Keywords: by John Quelch; Banking; Financial Services

Article

Putting the 'Relationship' Back into CRM

By: Susan Fournier and Jill Avery

Many managers think that the way to capture value through relationship marketing is to focus on the 'good' customers and get rid of the 'bad' ones. But there is a lot more to best practice relationship management than maximizing revenues on individual customers and... View Details

Keywords: Marketing; CRM; Customer Relationship Management; Brand Building; Brand Management; Customer Lifetime Value; Customer Focus and Relationships; Customer Satisfaction; Marketing Strategy; Brands and Branding; Consumer Products Industry

Find at Harvard

22 Oct 2018
Blog Post

HBS Marketing Club Presents: The Brand Summit

course, multiple networking events that will allow participants to build community. We will zero in on many interesting topics including the role of big data in branding, branding a global company, View Details

Keywords: All Industries

04 Apr 2018
News

Rebuilding the Girl Scouts Brand

Scouts debuted a new PSA: “I’m Prepared . . . to Lead Like a Girl Scout.” The 30-second spot, with a catchy new anthem, will air on cable networks in 2017. But Pitter-Armand knows she has an even more powerful network at her disposal for the campaign, as there are more... View Details

September 2008
Teaching Note

Allston: Brand vs. Architecture (TN)

By: Christopher M. Gordon and Ben Creo

Teaching Note for [208079]. View Details

Keywords: Brands and Branding; Buildings and Facilities; Selection and Staffing; Massachusetts

30 Jun 2017
News

Rebuilding the Girl Scouts Brand

Scout.” The 30-second spot, with a catchy new anthem by Liz Rose and Emily Shackleton (both Girl Scout alumnae), will air on cable networks in 2017. But Pitter-Armand knows she has an even more powerful network at her disposal for the campaign. There are more than 2.7... View Details

Keywords: April White

November 2019 (Revised June 2020)
Case

Shiseido Acquires Drunk Elephant

By: Jill Avery

On October 7, 2019, the Shiseido Group announced that it would acquire clean skincare brand Drunk Elephant for $845 million, a valuation of 8.5 times sales. Did Shiseido pay too much or too little for this brand asset? How much was the Drunk Elephant brand worth and... View Details

Keywords: Personal Care; Startup; Brand Equity; Brand Valuation; Brand Value; Brand Storytelling; Brand Management; Brands and Branding; Valuation; Marketing; Marketing Strategy; Mergers and Acquisitions; Entrepreneurship; Business Startups; Beauty and Cosmetics Industry; Consumer Products Industry; United States; Japan