Positioning - Publications - Faculty & Research - Harvard Business School

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January 2022
Article

Pushed into a Crowd: Repositioning Costs, Resources, and Competition in the RTE Cereal Industry

By: Young Hou and Dennis Yao

This paper exploits a natural experiment involving self-regulation in the ready-to-eat (RTE) breakfast cereal industry to evaluate the performance impact of product repositioning. It then examines how a product's brand equity value declines with repositioning distance... View Details

Keywords: Positioning; Resources; Brand Equity; Competitive Dynamics; Non-market Strategy; Regulation; Repositioning; Product Positioning; Performance Evaluation; Brands and Branding; Competitive Strategy; Consumer Products Industry

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2013
Chapter

Gender Bender Brand Hijacks and Consumer Revolt: The Porsche Cayenne Story

Throughout history, marketers have created gendered brands, creating their brands and the stories they crafted about them in their advertising to appeal either to men or to women. Gendered brands deliver value to consumers, and therefore, deliver value to marketers.... View Details

Keywords: Consumer Behavior; Brands; Brand Positioning; Brand Equity; Brand Management; Advertising Campaigns; Customer Focus and Relationships; Marketing; Brands and Branding; Marketing Strategy; Auto Industry; Consumer Products Industry

March 2021
Case

Astralis Group: Determining a Brand Strategy

By: Benjamin C. Esty, Mette Fuglsang Hjortshoej and Emilie Billaud

After launching a Danish esports company in July 2019, and going public in December 2019 with multiple brands associated with different games, the Astralis leadership team was contemplating a shift to a single, corporate brand. While the original arguments for... View Details

December 2012
Article

Defending the Markers of Masculinity: Consumer Resistance to Brand Gender-Bending

I study the Porsche Cayenne SUV launch to ethnographically analyze how men consuming a gendered brand respond to perceived brand gender contamination. Consumers' communal gender work in a Porsche brand community is analyzed to uncover brand gender contamination's... View Details

Keywords: Brands; Brand Building; Brand Equity; Brand Management; Brand Positioning; Marketing; Brands and Branding; Marketing Strategy; Product Marketing; Consumer Behavior; Gender; Identity; Customer Focus and Relationships; Auto Industry; Consumer Products Industry

January 2018
Teaching Note

C.W. Dixey & Son

By: Anat Keinan and Michael B. Beverland

Teaching Note for HBS No. 517-019. View Details

Keywords: Luxury Branding; Authenticity; Inconspicuous Consumption; Brand Positioning; Brand Revitalization; Eyeyewear; Market Entry and Exit; Luxury; Market Participation; Brands and Branding; Consumer Products Industry

2010
Other Unpublished Work

Saving Face by Making Meaning: The Negative Effects of Brand Communities' Self-serving Response to Brand Extensions

An ethnographic study of a brand community following the launch of the Porsche Cayenne SUV finds that brand extensions can negatively affect the value of their parent brands. By studying the collective response to brand extensions of existing consumers and by... View Details

Keywords: Brands; Brand Management; Brand Positioning; Brand Equity; Internet; Social Media; Customers; Customer Focus and Relationships; Customer Satisfaction; Marketing; Brands and Branding; Marketing Strategy; Auto Industry

June 2012
Class Lecture

Why You're Not Buying Venezuelan Chocolate: The Provenance Paradox

By: Rohit Deshpandé

A product's country of origin establishes its authenticity. This is the provenance paradox. Consumers associate certain geographies with the best products: French wine, Italian sports cars, Swiss watches. Competing products from other countries - especially developing... View Details

Keywords: Global Business; Branding; Strategic Planning; Strategic Positioning; Emergent Countries; Consumer Perception; Developing Markets; Brands and Branding; Geographic Location; Globalized Markets and Industries; Perception; Emerging Markets; Product Positioning; Global Strategy; Marketing Strategy; Food and Beverage Industry; Venezuela

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June 2018 (Revised October 2020)
Case

Global Brand Management of Anheuser Busch InBev's Budweiser

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

October 2016 (Revised April 2018)
Case

ASICS: Chasing a 2020 Vision

By: Elie Ofek, Nobuo Sato and Akiko Kanno

In early 2016, Motoi Oyama, president and CEO of ASICS, a major sports apparel and footwear manufacturer based in Japan, lays out his company’s growth plan for the upcoming 5 years. The new plan set ambitious goals in terms of revenue and profit increases. At the heart... View Details

Keywords: Brand Management; Sports Apparel; Competitive Positioning; Direct To Consumer Marketing; Retail Formats; Lifestyle Brands; Information Technology; Competition; Brands and Branding; Organizational Change and Adaptation; Digital Platforms; Product Positioning; Marketing Channels; Sports; Retail Industry; Apparel and Accessories Industry; Sports Industry; Entertainment and Recreation Industry

Teaching Interest

Overview

By: Robert J. Dolan

Professor Dolan's main teaching interest is marketing management. Recent materials developed include notes on marketing research, product policy, and marketing strategy and cases on leading companies such as Catalina Marketing, Kiehl's, Planters Nut and Cox Media's... View Details

Keywords: Marketing; Marketing And Society; Price Customization; Pricing Strategy; Product Positioning

August 2016 (Revised November 2016)
Case

C.W. Dixey & Son

By: Anat Keinan and Michael B. Beverland

C.W. Dixey & Son is about to be relaunched as a luxury eyewear brand after a fifty-year absence from the marketplace. This case focuses on reviving a dormant brand with a 200-year plus heritage of innovation, craft excellence, and luxury. Drawing on extensive... View Details

Keywords: Luxury Branding; Authenticity; Inconspicuous Consumption; Brand Positioning; Brand Revitalization; Eyeyewear; Market Entry and Exit; Luxury; Market Participation; Brands and Branding; Consumer Products Industry

January 2017 (Revised February 2018)
Case

Godiva Japan: Think Local, Scale Global

By: Rohit Deshpandé, Esel Cekin and Akiko Kanno

This case tracks Jerome Chouchan’s strategies and execution for a successful turnaround of Godiva Japan’s operations, which were experiencing a decline in sales when he became the managing director of the company in 2010. Through various initiatives and innovations,... View Details

June 2020
Teaching Note

Global Brand Management of Anheuser Busch InBev's Budweiser

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

2011
White Paper

Brands Are People Too! Harnessing the Power of Brand Warmth and Competence

By: Chris Malone, Jill Avery and S. T. Fiske

Research in customer behavior has revealed that the way humans respond to brands is simply an extension of the way they instinctively perceive, judge, and behave towards one another. Understanding how consumers judge brands using social processes akin to those used in... View Details

Keywords: Brands; Brand Management; Customer Relationship Management; CRM; Brand Positioning; Brand Equity; Customers; Customer Focus and Relationships; Customer Satisfaction; Brands and Branding; Marketing; Marketing Communications; Marketing Strategy; Consumer Products Industry

April 2012 (Revised May 2012)
Case

EILEEN FISHER: Repositioning the Brand

By: Anat Keinan, Jill Avery, Fiona Wilson and Michael Norton

Well-established fashion brand Eileen Fisher has traditionally appealed to older women. However, to drive growth, Eileen Fisher's management team wants to target a younger demographic and has revamped its Fall product line to offer more fashionable styles to appeal to... View Details

Keywords: Marketing; Brand Management; Brand Positioning; Market Segmentation And Target Market Selection; Retailing; Fashion; Corporate Social Responsibility; Brands and Branding; Product Positioning; Segmentation; Social and Collaborative Networks; Growth and Development Strategy; Social Media; Retail Industry; Fashion Industry

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

January 2013 (Revised April 2013)
Case

OSI in China

By: David E. Bell and Mary Shelman

OSI, one of the world's largest suppliers of processed meats to McDonald's and other QSRs, was in the middle of a $400M expansion in China that included backward integration into poultry production. However, its current customers took only a portion of each bird... View Details

Keywords: China; Corporate Strategy; Vertical Integration; Competitive Positioning; Organizational Design; Channels Of Distribution; Agribusiness; Agriculture and Agribusiness Industry; China

November 2013
Teaching Note

Cialis Lifecycle Management: Lilly's BPH Dilemma

By: Elie Ofek and Natalie Kindred

Keywords: Pharmaceuticals; Brand Management; Brand Equity; Brand Positioning; Product Management; Product Strategy; Pricing; Health Care; Health Care and Treatment; Product Marketing; Product Positioning; Brands and Branding; Marketing Strategy; Marketing; Product Launch; Pharmaceutical Industry; Health Industry

May 2017 (Revised August 2021)
Case

Mavi: Fashioning a Path to Brand Growth

By: Jill Avery and Gamze Yucaoglu

This case examines the strategic choices and business model with regards to branding at Mavi, a leading Turkish apparel retailer. The case is presented from the perspective of the company CEO and its global brand director who is also part owner. In 2015, Mavi had sales... View Details

May 2012 (Revised September 2012)
Case

HTC Corp. in 2012

By: David B. Yoffie, Juan Alcacer and Renee Kim

After 15 years of remarkable achievements, Taiwan-based HTC Corp. faced difficult times by 2012. CEO Peter Chou, who drove HTC's transformation from an unknown manufacturer of PDAs for other companies to a well-known global player in smartphones, faced an uncertain and... View Details

Keywords: Corporate Social Responsibility; Telecommunications; Brand Management; Economies Of Scale And Scope; Market Positioning; Intellectual Property Management; Technological Innovation; Information Infrastructure; Competitive Strategy; Innovation and Invention; Patents; Product Positioning; Telecommunications Industry; Taiwan

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