Publications

22 Oct 2018
Blog Post

HBS Marketing Club Presents: The Brand Summit

and a competitive edge in the market. Of course, this is easier said than done. In a world of rapid technology advancements and changing consumer preferences, marketers are constantly tested on how quickly... View Details

Keywords: All Industries

07 Jun 2010
Research & Ideas

Improving Brand Recognition in TV Ads

some of those consumer eyeballs. In "Moment-to-Moment Optimal Branding in TV Commercials: Preventing Avoidance by Pulsing," forthcoming in Marketing Science, Teixeira and coauthors Michel Wedel of... View Details

Keywords: by Julia Hanna; Media & Broadcasting; Entertainment & Recreation

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

13 Sep 2010
News

The Consumer Appeal of Underdog Branding

November 2017
Supplement

Taj Brand Relaunch

By: Krishna G. Palepu

September 2022 (Revised January 2025)
Case

The Pokémon Company: Evolving into an Everlasting Brand

By: Tomomichi Amano and Masaki Nomura

Super Bowl 50, the fiftieth annual championship game of the American National Football League played in February 2016, featured 52 commercials, and brands spent more than six million dollars each for a 30-second commercial slot. Surprisingly, the commercial that... View Details

Keywords: Advertising; Brands and Branding; Marketing Strategy; Consumer Behavior; Growth and Development Strategy; Video Game Industry; Japan

19 Mar 2014
News

A Brand Manager's Guide to Losing Control

29 Oct 2000
Research & Ideas

Building a Powerful Prestige Brand

started their business, their product line enjoyed little consumer awareness outside New York City. But the couple was determined to build a large market for premium cosmetics. One of the earliest and most important decisions that the... View Details

Keywords: by Nancy F. Koehn; Beauty & Cosmetics; Consumer Products; Retail

21 Apr 2003
Research & Ideas

Will American Brands Be a Casualty of War?

theme. Silverthorne: In general, what effect will the war and the perceived unilateral tactics of the president have on the reception of American brands overseas? Quelch: During the 1990s, American View Details

Keywords: by Sean Silverthorne

17 Mar 2020
Working Paper Summaries

From Sweetheart to Scapegoat: Brand Selfie-Taking Shapes Consumer Behavior

Keywords: by Reto Hofstetter, Gabriela Kunath, and Leslie K. John

April 2014 (Revised July 2017)
Case

The Park Hotels: Revitalizing an Iconic Indian Brand

By: Jill Avery and Chekitan S. Dev

Priya Paul, chairperson of The Park Hotels, an award-winning portfolio of thirteen boutique hotels scattered across India, was in the midst of a brand revitalization program. Landor Associates, a leading brand consultancy had identified three areas of concern: the... View Details

Keywords: Organizational Change and Adaptation; Product Positioning; Competition; Brands and Branding; Accommodations Industry; India

January 2000 (Revised October 2001)
Case

Security Capital Pacific Trust: A Case for Branding

A real estate operations and investment trust is considering whether it should pursue branding as a strategic investment. Through interpretation of case data and video from focus groups, students deduce the consumer (cognitive, psychological, and economic),... View Details

Keywords: Decision Making; Brands and Branding

07 Dec 1999
Research & Ideas

Henry Heinz and Brand Creation in the Late Nineteenth Century

strategic rationale of branding and its importance to competing effectively on the demand side of the economy. In a young market, he realized, consumers had to be able to identify a particular product's... View Details

Keywords: by Nancy F. Koehn

January 2008
Case

Lenovo: Building A Global Brand (Multimedia case)

By: John A. Quelch and Carin-Isabel Knoop

Announced in December 2004, the $1.75 billion acquisition of IBM's PC division by Lenovo, China's largest PC maker, made headlines around the world. A relative upstart in the business, Lenovo acquired the division of IBM that invented the PC in 1981. While Lenovo was... View Details

Keywords: Marketing Strategy; Multinational Firms and Management; Information Infrastructure; Global Strategy; Acquisition; Brands and Branding; Manufacturing Industry; Computer Industry; China

April 2025
Supplement

Influencer-led brand building: Hairitage and the McKnights

By: William R. Kerr and James Palano

February 2001
Teaching Note

General Brands Corporations (A) and (B) TN

By: David F. Hawkins