Brands And Branding - Publications - Faculty & Research - Harvard Business School

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August 2000 (Revised November 2000)
Case

Building Brand Community on the Harley-Davidson Posse Ride

The second Harley-Davidson Posse Ride, a grueling 2,300 mile, 10-day trek from South Padre Island, Tex., to the Canadian Border is billed "for serious riders only." Harley Owner's Group (H.O.G.) Director Mike Keefe must decide whether this rolling rally deserves a... View Details

Keywords: Relationships; Customer Focus and Relationships; Brands and Branding; Motorcycle Industry; United States

May 2018 (Revised September 2018)
Case

BuzzFeed—What Future for Native Advertising and Branded Content?

By: Felix Oberholzer-Gee

Jonah Peretti, CEO of digital publishing company BuzzFeed, needs to decide how to respond to Facebook’s announcement that it would prioritize posts from friends over content from publishers. View Details

Keywords: Information Publishing; Internet and the Web; Digital Marketing; Problems and Challenges; Business Model; Strategy; Publishing Industry; Technology Industry; United States

May 2023
Teaching Note

Away: Scaling a DTC Travel Brand

By: Joseph B. Fuller and Jill Avery

Teaching Note for HBS Case No. 520-051. Away, a direct-to-consumer, digital native e-commerce seller of travel luggage, is debating how to invest its latest round of venture funding. How quickly could and should Away scale and what were the most promising growth... View Details

Keywords: Distribution; Growth and Development Strategy; E-commerce; Segmentation; Venture Capital; Consumer Products Industry

2007
Report

The Branding of Next Generation Products

By: Marco Bertini, John T. Gourville and Elie Ofek

2007
Conference Presentation

Current Trends in Brand Preservation and Intellectual Property

By: Frank Nagle

04 Jun 2014
What Do You Think?

Does Internet Technology Threaten Brand Loyalty?

Summing Up Is the Potential Negative Impact of New Information Technologies on Customer Loyalties Overstated? Customers will remain loyal to brands that meet their needs, regardless of the effects of new information technologies on their... View Details

Keywords: by James Heskett; Advertising; Consumer Products; Technology

December 2022
Background Note

Brand Extensions: Leverage, Enhancement, or Dilution?

By: Robert J. Dolan

June 6, 2013
Article

Why Brand Matters in Health Care

By: Nancy F. Koehn

November 2021 (Revised December 2022)
Case

Farfetch: Digital Transformation for Luxury Brands

By: Sunil Gupta, Jill Avery, Elena Corsi and Federica Gabrieli

Farfetch, a global luxury technology platform and digital marketplace had been surfing the wave of digital transformation in the luxury fashion industry since 2008. While the company’s stock price and market valuation had fluctuated since its IPO in 2018, it had... View Details

May 2019 (Revised February 2020)
Teaching Note

Rachael Ray: Cooking Up a Brand

By: Boris Groysberg, Robin Abrahams and Kerry Herman

Teaching Note for HBS Case No. 419-022. View Details

February 2017
Teaching Plan

Dhamani Jewels: Becoming a Global Luxury Brand

By: Lynda Applegate

Dhamani started as a loose gemstone dealer in 1969 in Jaipur, India. By the 2000s, it was headquartered in Dubai, United Arab Emirates, and had expanded into diamonds and retail. The family business was now in its second generation of leadership and aimed to become a... View Details

Keywords: Luxury Retail; Jewelry; Luxury Goods; UAE; Retail; Brands and Branding; Family Business; Apparel and Accessories Industry; Dubai; India

May 1994
Case

Laura Ashley (C): Rebuilding and Transforming a Global Brand

By: Richard L. Nolan

Over the course of two years a CEO executes a business transformation strategy and key decisions. View Details

Keywords: Transition; Decisions; Performance Consistency; Performance Improvement; Business Strategy

24 Jun 2002
Research & Ideas

Building ’Brandtopias’—How Top Brands Tap into Society

customers over long periods of time. What's the secret of long-running megabrands such as Mountain Dew, Nike, and Budweiser? The magical sweet spot when a brand delivers imaginative stories that are... View Details

Keywords: by Martha Lagace

2020
Working Paper

How to Build Enduring Brands in the Digital Age

By: David J. Collis and William Collis

What makes a brand last? It’s a deceptively simple question, but its answer separates sustainable success from eventual obscurity. Almost every company devotes significant resources to defining their brand. But few ask the more important question: how to... View Details

Keywords: Brands and Branding; Adaptation; Strategy

20 Sep 2004
Research & Ideas

How Consumers Value Global Brands

that people associate with global brands. Then we surveyed 1,800 people in twelve nations to measure the relative importance of those dimensions when consumers buy products. A detailed analysis revealed that consumers all over the world associate global View Details

Keywords: by Douglas B. Holt, John A. Quelch & Earl L. Taylor

May 2013
Teaching Note

Altius Golf and the Fighter Brand (Brief Case)

By: Robert J. Dolan and Sunru Yong

2015
White Paper

Luxury Branding Research: New Perspectives and Future Priorities

By: Anat Keinan, Sandrine Crener and Silvia Bellezza

May 1992
Teaching Note

Henkel Group: Umbrella Branding and Globalization Decisions, Teaching Note

By: Robert J. Dolan

Teaching Note for (9-585-185). View Details

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

1996
Article

A Segment-Level Model of Category Volume and Brand Choice

By: William R. Dillon and Sunil Gupta

Keywords: Brands and Branding; Decision Choices and Conditions; Segmentation; Volume

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