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Show Results For

  • All HBS Web  (10,207)
    • People  (56)
    • News  (2,642)
    • Research  (5,663)
    • Events  (34)
    • Multimedia  (73)
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Page 1 of 10,207 Results →
  • April 2021 (Revised August 2021)
  • Exercise

Workshop Exercise: Branding New Ventures

By: Christina Wallace
This workshop allows students follow a modified version of Google Venture's Brand Sprint to build a startup brand from scratch. Details on the elements of a brand are discussed, including defining the values and personality of the venture, as well as developing a clear... View Details
Keywords: Branding; Entrepreneurship; Marketing; Brands and Branding
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Wallace, Christina. "Workshop Exercise: Branding New Ventures." Harvard Business School Exercise 821-089, April 2021. (Revised August 2021.)
  • June 2019 (Revised August 2024)
  • Module Note

Purpose Brands

By: Rory McDonald, Clayton M. Christensen and Shaye Roseman
Introduces a framework for innovation and brand building that is connected to an understanding of customers' Jobs to Be Done. View Details
Keywords: Brand & Product Management; Brand Architecture; Brand Building; Innovation; Product Development Strategy; Product Differentiation; Brands and Branding; Product Development
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McDonald, Rory, Clayton M. Christensen, and Shaye Roseman. "Purpose Brands." Harvard Business School Module Note 619-075, June 2019. (Revised August 2024.)
  • August 2016 (Revised July 2017)
  • Background Note

Brand Portfolio Strategy and Brand Architecture

By: Jill Avery
While companies choose to brand their products and services in many different ways, there are some central tenets that help define an optimal brand portfolio and associated brand architecture. Brand portfolio strategy involves the design, deployment, and management of... View Details
Keywords: Brand Management; Brand Portfolio; Brand Extension; Brand Portfolio Strategy; Brand Architecture; Consumer Behavior; Marketing; Brands and Branding; Marketing Strategy
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Avery, Jill. "Brand Portfolio Strategy and Brand Architecture." Harvard Business School Background Note 517-021, August 2016. (Revised July 2017.)
  • August 2021
  • Technical Note

Brand You: Crafting Your Personal Brand

By: Jill Avery and Rachel Greenwald
Selling oneself is something that we have to do every day in both professional and personal settings. We face it when we apply for a job, advocate for a promotion or a raise, vie for a leadership position, attempt to land a new client, write a dating profile, or meet a... View Details
Keywords: Personal Brand; Brand Management; Marketing; Brands and Branding; Identity; Opportunities; Talent and Talent Management; Jobs and Positions; Strength and Weakness; Communication
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Avery, Jill, and Rachel Greenwald. "Brand You: Crafting Your Personal Brand." Harvard Business School Technical Note 522-031, August 2021.
  • 22 Feb 2022
  • News

Brand New

World War II, members played a key role in the Normandy invasion. When Sundy left the army for the corporate world, he turned his attention to similarly storied names such as Cheerios, Betty Crocker, KitchenAid, and Maytag in his marketing roles at General Mills and... View Details
Keywords: April White; manufacturing; life experience; leadership; Black; African American; Furniture and Related Product Manufacturing; Manufacturing
  • 2011
  • Chapter

Consumers' Relationships with Brands

By: Susan Fournier and Jill Avery
This chapter presents a brand management paradigm based on the foundational principles of relationships. (1) Brand relationships are a means to an end: brand relationship managers must consider the whole person and understand how the brand adds meaning into people's... View Details
Keywords: Marketing; Brands; Brand Building; Brand Equity; Brand Management; Customer Relationship Management; CRM; Customer Focus and Relationships; Brands and Branding; Marketing Strategy; Consumer Products Industry
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Fournier, Susan, and Jill Avery. "Consumers' Relationships with Brands." Chap. 14 in Perspectives on Brand Management, edited by Mark D. Uncles, 225–248. Tilde University Press, 2011.
  • June 2020
  • Teaching Note

Brand Storytelling at Shinola

By: Jill Avery, Giana M. Eckhardt and Michael Beverland
Detroit, Michigan, aka “The Motor City,” is known as the birthplace of most of the American classic automotive brands. It is a city filled with the rich history of the industrial age, the pride of American manufacturing, and of the soulful sounds of Motown music. It is... View Details
Keywords: Brand Storytelling; Brand Management; Brand Management Of Places; Luxury Brand; Marketing; Brands and Branding; Marketing Communications; Advertising; Luxury; Marketing Strategy; Consumer Products Industry; United States
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Avery, Jill, Giana M. Eckhardt, and Michael Beverland. "Brand Storytelling at Shinola." Harvard Business School Teaching Note 520-127, June 2020.
  • 01 Apr 2001
  • News

Books: Brand New

by Nancy F. Koehn (Harvard Business School Press) The creation of a powerful, widely recognized brand is the ultimate goal that every entrepreneur dreams of but few achieve. In her new book, View Details
Keywords: Startbucks; HP, Hewlett-Packard, Microsoft, Dell, eBay; Estee Lauder; John Heinz (MBA 1963); Publishing Industries (except Internet); Information
  • 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
Keywords: Brand & Product Management; Product Strategy; New Product Development; Credit Card; Customer Acquisition; CRM; Millennials; Marketing; Marketing Strategy; Brands and Branding; Credit Cards; Product Development; Product Launch; Customer Relationship Management; Consumer Behavior; Demographics; Financial Services Industry; Service Industry; Banking Industry; United States; North America
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Santana, Shelle, Jill Avery, and Christine Snively. "Chase Sapphire: Creating a Millennial Cult Brand." Harvard Business School Case 518-024, September 2017. (Revised September 2023.)
  • 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
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Cespedes, Frank V., and Benson P. Shapiro. "Hearts On Fire - Brand Development Manager." Harvard Business School Case 709-436, September 2008. (Revised June 2010.)
  • December 2018 (Revised October 2020)
  • Case

Shiseido: Reinvesting in Brand

By: Jill Avery and Nobuo Sato
Shiseido was in the midst of a six year corporate turnaround, trying to reverse the effects of decades of under-investment in R&D and marketing which had led to a cycle of declining customer support and brand value. Would the CEO’s VISION 2020 plan, centered on four... View Details
Keywords: Brand Management; Brand Value; Turnaround; Brand Portfolio; Brand Communication; Global Brands; Digital Marketing; Return On Investment; Marketing ROI; Internet Marketing; Marketing; Marketing Strategy; Brands and Branding; Value; Growth and Development Strategy; Investment Return; Consumer Behavior; Beauty and Cosmetics Industry; Consumer Products Industry; Japan; Asia
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Avery, Jill, and Nobuo Sato. "Shiseido: Reinvesting in Brand." Harvard Business School Case 519-026, December 2018. (Revised October 2020.)
  • June 2020
  • Teaching Note

Global Brand Management of Anheuser Busch InBev's Budweiser

By: Jill Avery
Brian Perkins, chief architect of the $6 billion Budweiser brand, was excited about 2018, in which the company would launch Budweiser into several new markets in Africa and Latin America. He was feeling the pressure to finalize a global brand strategy that would define... View Details
Keywords: Brand Management; Global Brands; Brand Equity; Brand Storytelling; Brand Communication; Brand Positioning; Marketing; Brands and Branding; Marketing Communications; Global Strategy; Food and Beverage Industry; Consumer Products Industry; United States; China; Africa; Latin America
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Avery, Jill. "Global Brand Management of Anheuser Busch InBev's Budweiser." Harvard Business School Teaching Note 520-130, June 2020.
  • June 2018 (Revised October 2020)
  • Case

Global Brand Management of Anheuser Busch InBev's Budweiser

By: Jill Avery
Brian Perkins, chief architect of the $6 billion Budweiser brand, was excited about 2018, in which the company would launch Budweiser into several new markets in Africa and Latin America. He was feeling the pressure to finalize a global brand strategy that would define... View Details
Keywords: Brand Management; Global Brands; Brand Positioning; Brand Extension; Brand Storytelling; Brand Equity; Marketing; Marketing Strategy; Brands and Branding; Advertising; Global Strategy; Cross-Cultural and Cross-Border Issues; Consumer Behavior; Marketing Communications; Consumer Products Industry; Food and Beverage Industry; Advertising Industry; Africa; China; United States; North America; South Africa; Nigeria; Kenya; Cameroon; Canada
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Avery, Jill. "Global Brand Management of Anheuser Busch InBev's Budweiser." Harvard Business School Case 518-105, June 2018. (Revised October 2020.)
  • May 2020
  • Teaching Note

Shiseido: Reinvesting in Brand

By: Jill Avery
Teaching Note for HBS Case No. 519-026. Shiseido was in the midst of a six year corporate turnaround, trying to reverse the effects of decades of under-investment in R&D and marketing that had led to a vicious cycle of declining customer support and brand value. Would... View Details
Keywords: Brand Management; Marketing ROI; Brand Portfolio Strategy; Growth Strategy; Marketing; Marketing Strategy; Brands and Branding; Growth and Development Strategy; Beauty and Cosmetics Industry; Consumer Products Industry; Japan; Asia
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Avery, Jill. "Shiseido: Reinvesting in Brand." Harvard Business School Teaching Note 520-116, May 2020.
  • December 2018
  • Case

Kodak: The Rebirth of an Iconic Brand

By: Anat Keinan, Giana M. Eckhart and Michael B. Beverland
Following its re-emergence from bankruptcy protection in 2014, the marketing team at Kodak has been charged with tripling brand value with consumers, with little marketing budget. The case focuses on the strategies used by senior Kodak marketers Steven Overman and Dany... View Details
Keywords: Branding; Brand & Product Management; Brand Heritage; Cultural Branding; Brands and Branding; Marketing Strategy; Demographics
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Keinan, Anat, Giana M. Eckhart, and Michael B. Beverland. "Kodak: The Rebirth of an Iconic Brand." Harvard Business School Case 519-051, December 2018.
  • November 2002 (Revised March 2003)
  • Background Note

Brands and Branding

Develops a cultural framework for thinking about what a brand is and how firms shape their brands through their marketing activities. Four dimensions of the brand are described: economic, social, psychological, and symbolic. View Details
Keywords: Brands and Branding
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Holt, Douglas B. "Brands and Branding." Harvard Business School Background Note 503-045, November 2002. (Revised March 2003.)
  • 29 Mar 2013
  • News

New Life for Old Brands

  • June 2015 (Revised January 2017)
  • Case

Accor: Strengthening the Brand with Digital Marketing

By: Jill Avery, Chekitan S. Dev and Peter O'Connor
Accor, the world's leading hotel operator with a portfolio of fourteen hospitality brands (including Sofitel and Novotel) in 92 countries, prided itself on living up to its motto, "To open new frontiers in hospitality." Accor was indeed contemplating how to do just... View Details
Keywords: Digital; Hospitality; Branding; Brand Management; Marketing; Brands and Branding; Marketing Channels; Marketing Communications; Marketing Strategy; E-commerce; Accommodations Industry; Travel Industry; Tourism Industry; Europe; France
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Avery, Jill, Chekitan S. Dev, and Peter O'Connor. "Accor: Strengthening the Brand with Digital Marketing." Harvard Business School Case 315-138, June 2015. (Revised January 2017.)
  • November 1996 (Revised September 1997)
  • Case

BancZero New Product Development

By: Marco Iansiti and Alberto Moel
The Mexico City office of a large U.S. bank is asked by clients to develop currency swaps, a derivative financial product. This case deals with the new product development process in financial services, and the problems and issues that are raised in product development... View Details
Keywords: Product Development; Banks and Banking; Financial Instruments; Situation or Environment; Problems and Challenges; Risk and Uncertainty; Volatility; Banking Industry; Mexico City; United States
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Iansiti, Marco, and Alberto Moel. "BancZero New Product Development." Harvard Business School Case 697-044, November 1996. (Revised September 1997.)
  • June 2009
  • Case

Manchester Products: A Brand Transition Challenge

By: John A. Quelch and Heather Beckham
In January of 2005, Manchester Products Inc., a longtime leader in office furniture that only recently entered into the home furniture market, acquired Paul Logan's Furniture Division (PLFD). The acquisition of PLFD made Manchester an instant market leader in household... View Details
Keywords: Acquisitions; Consumer Marketing; Brand Equity; Branding; Brands and Branding; Marketing Communications; Marketing Strategy; Mergers and Acquisitions; Retail Industry; Consumer Products Industry; United States
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Quelch, John A., and Heather Beckham. "Manchester Products: A Brand Transition Challenge." Harvard Business School Brief Case 094-043, June 2009.
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