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10 Oct 2007
Research & Ideas

“Blank” Inside: Branding Ingredients

the quality of what's inside. We need the assurance of the Sunkist brand. A variant on this theme is ingredient branding: putting the brand of an ingredient on the outside of a product to increase its appeal. When is the provider of the... View Details

Keywords: by John Quelch; Aerospace; Consumer Products

October 2007 (Revised March 2008)
Case

Dove: Evolution of a Brand

By: John A. Deighton

Examines the evolution of Dove from functional brand to a brand with a point of view after Unilever designated it as a masterbrand, and expanded its portfolio to cover entries into a number of sectors beyond the original bath soap category. The development causes the... View Details

Keywords: History; Expansion; Marketing Strategy; Social Marketing; Digital Marketing; Brands and Branding; Consumer Products Industry; Beauty and Cosmetics Industry

January 2019
Supplement

Understanding the Brand Equity of Nestlé Crunch Bar (B): Data Analysis

By: Jill Avery and Gerald Zaltman

In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of 20 of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Luckily, an old consumer research study on the Nestlé Crunch Bar... View Details

April 2020
Teaching Note

Tailor Brands: Artificial Intelligence-Driven Branding

Using proprietary artificial intelligence technology, startup Tailor Brands set out to democratize branding by allowing small businesses to create their brand identities by automatically generating logos in just minutes at minimal cost with no branding or design skills... View Details

Keywords: Marketing; Brands and Branding; Marketing Strategy; Advertising Industry; Technology Industry; United States; North America

August 2000
Exercise

Brand Report Card Exercise

Designed primarily to give students the opportunity to evaluate brands by breaking down individual attributes and analyzing performance in these areas. In doing so, students will be able to isolate a brand's distinct characteristics and decide which areas are the most... View Details

Keywords: Brands and Branding

January 2014 (Revised February 2015)
Case

YouTube for Brands

By: Thales Teixeira and Leora Kornfeld

This case examines the changes employed by YouTube to make the massively popular site more attractive to brands. Building from its base of amateur, user-generated content, YouTube had turned to experimenting with professionally-made content and organizing its videos... View Details

Keywords: Marketing; Internet and the Web; Decision Choices and Conditions; Digital Marketing; Brands and Branding; Advertising Industry; Motion Pictures and Video Industry; Entertainment and Recreation Industry

13 Sep 2010
Research & Ideas

The Consumer Appeal of Underdog Branding

attractive. Why? The reason might be an increasing willingness on the part of consumers to identify with the underdog. In today's economically difficult times, it appears, underdog brands are gaining psychological, and real, power in the... View Details

Keywords: by Martha Lagace

Research Summary

Informing Brand Marketing Practice

Susan M. Fournier is involved with several projects relating more generally to brand managment issues. These include boardroom-level projects (with Professors Thomas Madden and Franke Fehle of the University of South Carolina, and sponsored by Interbrand) on the... View Details

October 1996 (Revised December 2022)
Case

Chiquita Brands International (A)

By: Debora L. Spar and Terence Mulligan

When a new banana import policy is implemented in 1993 by the European Union, Chiquita Brands International, the world's largest banana distributor, watches its sales and net income plummet. The policy, Council Regulation (EEC 404/93), uses a new tariff and quota... View Details

Keywords: Plant-Based Agribusiness; Trade; Government and Politics; Policy; Market Design; Fairness; Agriculture and Agribusiness Industry; Latin America; European Union

Article

Corporate Brand Reputation and Brand Crisis Management

By: Stephen A. Greyser

Find at Harvard

30 Apr 2008
Sharpening Your Skills

Sharpening Your Skills: Brand Management

Sharpening Your Skills dives into the HBS Working Knowledge archives to bring together articles on ways to improve your business skills. Questions To Be Answered Does branding work for business-to-business marketing? Can individuals... View Details

Keywords: by Staff; Sports; Publishing; Auto

16 Jun 2003
Research & Ideas

Peeling Back the Global Brand

Few would argue that detergent is about as dull a product as might exist. Yet the odyssey of laundry soap and dishwashing liquid in Europe, according to two presenters, shines a streak of sunlight on some of the messier issues of marketing, specifically the persistent... View Details

Keywords: by Martha Lagace; Consumer Products; Retail

September 2017 (Revised September 2023)
Case

Chase Sapphire: Creating a Millennial Cult Brand

By: Shelle Santana, Jill Avery and Christine Snively

The launch of the Chase Sapphire Reserve credit card was enthusiastically received by millennial consumers, a cohort that had previously eluded JPMorgan Chase and its competitors. With the one-year anniversary of the launch approaching, managers are focused on... View Details

July 2003 (Revised April 2005)
Case

Branding Citigroup's Consumer Business

By: Rohit Deshpande and Carin-Isabel Knoop

In Spring 1998, Citicorp and Travelers merged to create a financial powerhouse that united the bank with Travelers' consumer finance and brokerage businesses, including Salomon Smith Barney and Primerica. It was the first U.S. financial services company to combine... View Details

Keywords: Mergers and Acquisitions; Customer Focus and Relationships; Customer Relationship Management; Decisions; Asset Management; Investment Banking; Management Teams; Brands and Branding; Relationships; Business and Shareholder Relations; Banking Industry; United States

April 2022 (Revised August 2022)
Case

Restaurant Brands International: Version 2.0

By: Boris Groysberg and Sarah L. Abbott

In 2010, 3G Capital acquired Burger King, the second largest burger chain globally. 3G expanded Burger King’s operations via acquisitions into a multi-brand business, renamed Restaurant Brands International. The acquisition had been a financial success story for 3G.... View Details

Keywords: Leadership; Growth and Development; Performance Evaluation; Private Equity; Franchise Ownership; Culture; Change Management; Strategy; Human Resources; Information Technology; Competition; Retail Industry; United States

November 2017
Supplement

Taj Brand Relaunch

By: Krishna G. Palepu

August 1989 (Revised October 1990)
Case

Reebok Brands

By: David E. Bell and Christian Schaack

Keywords: Apparel and Accessories Industry

Find at Harvard

January 2002
Supplement

Healthcare Brands

By: David F. Hawkins

March 2022 (Revised July 2022)
Teaching Note

Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences

Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales... View Details

January 2021
Teaching Note

Pattern Brands

By: Sunil Gupta, Elie Ofek and Julia Kelley

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