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      • Faculty Publications  (601)

      Brand ManagementRemove Brand Management →

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      • January 2017
      • Teaching Note

      The Park Hotels: Revitalizing an Iconic Indian Brand

      By: Jill Avery and Chekitan S. Dev
      Priya Paul, chairwoman 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: Brand Management; Brand Positioning; Brand Portfolio Strategy; Brand Architecture; Brand Repositioning; Target Market; Hospitality; Hotel Industry; Marketing; Brands and Branding; Marketing Strategy; Service Delivery; Travel Industry; Service Industry; India; Asia
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      Avery, Jill, and Chekitan S. Dev. "The Park Hotels: Revitalizing an Iconic Indian Brand." Harvard Business School Teaching Note 517-076, January 2017.
      • 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
      Keywords: Branding; Internationalization; Innovation; Positioning; Customer Segmentation; Occasion-based Segmentation; Execution; Talent; Customer-focused Strategies; Product Positioning; Globalized Firms and Management; Change Management; Talent and Talent Management; Customer Focus and Relationships; Product; Segmentation; Innovation and Invention; Brands and Branding; Retail Industry; Food and Beverage Industry; Japan
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      Deshpandé, Rohit, Esel Cekin, and Akiko Kanno. "Godiva Japan: Think Local, Scale Global." Harvard Business School Case 517-056, January 2017. (Revised February 2018.)
      • December 2016
      • Supplement

      Ron Johnson: A Career in Retail

      By: Ryan Raffaelli, Joshua D. Margolis and Das Narayandas
      This is a video supplement, to be used when teaching the Ron Johnson case. See abstract:

      In April 2013, Ron Johnson (HBS '84) stepped down after just 18 months as CEO of J.C. Penney. In his brief tenure, Johnson, an acclaimed retailer respected for his... View Details
      Keywords: Leadership; Leadership Development; Legal Industry; Procurement; Professional Service Firms; Pricing; Competition; Organizational Behavior; Change Management; Innovation Leadership; Situation or Environment; Failure; Management Teams; Brands and Branding; Retail Industry; United States
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      Raffaelli, Ryan, Joshua D. Margolis, and Das Narayandas. "Ron Johnson: A Career in Retail." Harvard Business School Multimedia/Video Supplement 417-704, December 2016.
      • November 2016 (Revised February 2017)
      • Case

      BrightStar Care: The Evolution of a Leadership Team

      By: Boris Groysberg, Colleen Ammerman and John D. Vaughan
      BrightStar Care was a rapidly growing franchise of home health care agencies. Founded by husband and wife team JD and Shelly Sun as a single agency near Chicago in 2002, BrightStar had opened nearly 300 franchises across the United States by 2016, generating over $300... View Details
      Keywords: Health Care Services; Entrepreneurs; Board Of Directors; Boards Of Directors; Health Care Industry; Growth Strategy; Organizational Change; Brand Positioning; Entrepreneurial Organizations; Entrepreneurial Management; Franchising; Family-owned Business; Home Health Care; Managing Growth; Management Styles; Organizational Development; Talent Management; Women Executives; Women And Leadership; Business Startups; Family Business; Small Business; Talent and Talent Management; Governing and Advisory Boards; Health Care and Treatment; Human Capital; Leadership Development; Leadership Style; Business or Company Management; Growth and Development Strategy; Management Analysis, Tools, and Techniques; Management Skills; Management Style; Management Succession; Management Systems; Management Teams; Brands and Branding; Marketing Strategy; Strategy
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      Groysberg, Boris, Colleen Ammerman, and John D. Vaughan. "BrightStar Care: The Evolution of a Leadership Team." Harvard Business School Case 417-020, November 2016. (Revised February 2017.)
      • November 2016 (Revised October 2018)
      • Case

      IguanaFix

      By: Frank V. Cespedes, Thomas R. Eisenmann, Maria Fernanda Miguel and Laura Urdapilleta
      IguanaFix is a rapidly scaling Latin American startup that provides an online platform connecting consumers with home improvement contractors. The founders have acquired customers through both B2C and B2B methods. But in seeking to grow and scale the business, they now... View Details
      Keywords: Entrepreneurial Marketing; Home Improvement Services; Marketing Management; Scaling; Entrepreneurship; Marketing; Sales; Online Advertising; Latin America
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      Cespedes, Frank V., Thomas R. Eisenmann, Maria Fernanda Miguel, and Laura Urdapilleta. "IguanaFix." Harvard Business School Case 817-056, November 2016. (Revised October 2018.)
      • November 2016
      • Case

      But, It's For a Good Cause

      By: Elizabeth Keenan and John Gourville
      Companies have long tried to enhance consumers’ perceptions of their firms and the products they sell in a variety of ways. Such efforts include the development of a brand image that the public views favorably, as in the case of Apple. It extends to the development of... View Details
      Keywords: Social Change; Marketing And Society; Social Marketing; Brands and Branding; Customers; Perception; Advertising; Advertising Campaigns; Partners and Partnerships; Trends; Environmental Sustainability
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      Keenan, Elizabeth, and John Gourville. "But, It's For a Good Cause." Harvard Business School Case 517-062, November 2016.
      • 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
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      Ofek, Elie, Nobuo Sato, and Akiko Kanno. "ASICS: Chasing a 2020 Vision." Harvard Business School Case 517-060, October 2016. (Revised April 2018.)
      • October 2016 (Revised October 2020)
      • Case

      Essent: From a State-Owned Utility to a Commercial Company

      By: Ananth Raman and Elena Corsi
      Patrick Lammers, Chief Commercial Officer (CCO) for the Dutch energy company Essent NV, once a state-owned company, was pleased with the progress Essent’s consumer (“B2C”) business had made: Earnings Before Income Tax (EBIT) for B2C had gone from a loss of €18 million... View Details
      Keywords: Lean Management; Operation Management; Service Management; Commercialization; Operations; Management; Energy; Organizational Change and Adaptation; Service Operations; Performance; Energy Industry; Europe
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      Raman, Ananth, and Elena Corsi. "Essent: From a State-Owned Utility to a Commercial Company." Harvard Business School Case 617-026, October 2016. (Revised October 2020.)
      • October 2016
      • Case

      Yili Group: Building a Global Dairy Company

      By: William C. Kirby and Nancy Hua Dai
      From its humble beginnings as a local Chinese dairy company, the Inner Mongolia Yili Group has become one of the largest dairy companies in the world. To achieve this, Yili has aggressively expanded its footprint overseas including building the world’s largest... View Details
      Keywords: Globalized Markets And Industries; Global Supply Chain; Competition; Culture; Agribusiness; Animal-Based Agribusiness; Business Growth and Maturation; Food; Global Range; Local Range; Cross-Cultural and Cross-Border Issues; Global Strategy; Globalized Firms and Management; Nutrition; Employee Relationship Management; Growth and Development Strategy; Growth Management; Brands and Branding; Supply Chain; Agriculture and Agribusiness Industry; Food and Beverage Industry; China
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      Kirby, William C., and Nancy Hua Dai. "Yili Group: Building a Global Dairy Company." Harvard Business School Case 317-003, October 2016.
      • 2016
      • Working Paper

      Alternative Paths of Green Entrepreneurship: The Environmental Legacies of The North Face's Doug Tompkins and Patagonia's Yvon Chouinard

      By: Geoffrey Jones and Ben Gettinger
      This working paper examines the impact of two entrepreneurs who offered alternative paths to reach their shared goal of a more sustainable world. Yvon Chouinard and Doug Tompkins were respective founders of the prominent outdoor apparel brands Patagonia and The North... View Details
      Keywords: Corporate Social Responsibility and Impact; Entrepreneurship; Environmental Sustainability; Apparel and Accessories Industry
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      Jones, Geoffrey, and Ben Gettinger. "Alternative Paths of Green Entrepreneurship: The Environmental Legacies of The North Face's Doug Tompkins and Patagonia's Yvon Chouinard." Harvard Business School Working Paper, No. 17-034, October 2016.
      • October 2016 (Revised April 2018)
      • Case

      JCPenney: Back in Business

      By: Elie Ofek, K. Shelette Stewart and Christine Snively
      In 2016, JCPenney was in the midst of a multi-year turnaround after coming dangerously close to bankruptcy. Under CEO Marvin Ellison, the company had identified three strategic objectives—a focus on omnichannel, private label goods, and increasing revenue per... View Details
      Keywords: Retail; Customer Management; Omnichannel; Turnarounds; Private Label; Promotions; Marketing Strategy; Brands and Branding; Customer Relationship Management; Goals and Objectives; Competition; Retail Industry; United States
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      Ofek, Elie, K. Shelette Stewart, and Christine Snively. "JCPenney: Back in Business." Harvard Business School Case 517-037, October 2016. (Revised April 2018.)
      • October 2016 (Revised November 2016)
      • Case

      DO & CO: Gourmet Entertainment

      By: Juan Alcácer and Esel Çekin
      This case is about a global catering, restaurant, and hospitality company, DO & CO, growing geographically with its existing businesses while also adding new brands to its portfolio. The company had $1 billion in revenues in 2015 from its three divisions: airline... View Details
      Keywords: Strategy; International Expansion; Operational Constraints; Three-dimensional Growth; Value-added Approach; Brand Acquisition; Airline Catering; Airline Industry; Event Catering; Hospitality; Profitable Growth; Team Management; Competition; Talent and Talent Management; Corporate Strategy; Operations; Brands and Branding; Value Creation; Globalized Firms and Management; Expansion; Acquisition; Growth and Development Strategy; Food and Beverage Industry; Air Transportation Industry; Service Industry
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      Alcácer, Juan, and Esel Çekin. "DO & CO: Gourmet Entertainment." Harvard Business School Case 717-416, October 2016. (Revised November 2016.)
      • October 2016
      • Case

      La-Z-Boy (A)

      By: Joseph B. Fuller and Natalie Kindred
      Kurt Darrow, CEO of La-Z-Boy furniture, must decide whether to continue an overhaul of the company's strategy in the face of a collapse in demand during the great recession. Having pared back La-Z-Boy's portfolio of brands and manufacturing network, he intends to... View Details
      Keywords: Retail; Manufacturing; Organizational Transformations; Reorganization; Furniture Industry; Corporate Strategy; Home Fashion; Turnaround; Portfolio Rationalization; Globalization Of Supply Chain; Brand Repositioning; Business Growth and Maturation; Brands and Branding; Competitive Strategy; Vertical Integration; Retail Industry; Manufacturing Industry; Consumer Products Industry; United States
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      Fuller, Joseph B., and Natalie Kindred. "La-Z-Boy (A)." Harvard Business School Case 317-034, October 2016.
      • October 2016 (Revised April 2018)
      • Case

      DataXu: Selling Ad Tech

      By: Frank V. Cespedes, John Deighton, Lisa Cox and Olivia Hull
      DataXu served marketers by buying digital advertising for brands using its demand-side platform. It sought a way to build a more predictable revenue stream in the very transactional media marketplace, and hoped that two new marketing analytics products would give it a... View Details
      Keywords: Sales Management; Pricing; Programmatic Ad Buying; "Marketing Analytics"; Advertising Technology; Sales; Digital Marketing; Marketing Strategy; Advertising Campaigns; Product Launch; Product Positioning; Media; Technology Industry; Advertising Industry; Boston; Massachusetts
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      Cespedes, Frank V., John Deighton, Lisa Cox, and Olivia Hull. "DataXu: Selling Ad Tech." Harvard Business School Case 817-012, October 2016. (Revised April 2018.)
      • Article

      Competing with a Goliath

      By: Jill Avery
      A Peruvian apparel company struggles to position itself against a global brand. View Details
      Keywords: Brand Management; Brand Positioning; Competitive Positioning; Marketing; Brands and Branding; Marketing Strategy; Apparel and Accessories Industry; Peru; Latin America; South America
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      Avery, Jill. "Competing with a Goliath." Harvard Business Review 94, no. 10 (October 2016): 117–121.
      • September 2016 (Revised April 2020)
      • Case

      Dwyane Wade

      By: Anita Elberse and Jennifer Schoppe
      In July 2016, while on his annual China tour to help promote the sportswear brand Li-Ning, basketball superstar Dwyane Wade and his long-time business manager, Lisa Joseph-Metelus, face a decision regarding one of his other business partnerships—that with the American... View Details
      Keywords: Branding; Fashion; Superstar; Celebrity Endorsement; Innovation; Creative Industries; Talent; General Management; Sports; Entertainment; Brands and Branding; Marketing; Management; Strategy; Personal Development and Career; Consumer Products Industry; Fashion Industry; Sports Industry; China
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      Elberse, Anita, and Jennifer Schoppe. "Dwyane Wade." Harvard Business School Case 517-035, September 2016. (Revised April 2020.)
      • 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 2016 (Revised July 2017)
      • Case

      Singapore Airlines: Premium Goes Multi-Brand

      By: Rohit Deshpande and Dawn H. Lau
      Singapore Airlines had long been considered the gold standard for its innovative customer service. However, the company was faced with new sources of competition, from the rapid growth of Southeast Asian low-cost carriers on the one hand, to the expansion of premium... View Details
      Keywords: Customer Focus and Relationships; Economic Slowdown and Stagnation; Management Teams; Brands and Branding; Air Transportation Industry; Travel Industry; Singapore
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      Deshpande, Rohit, and Dawn H. Lau. "Singapore Airlines: Premium Goes Multi-Brand." Harvard Business School Case 517-017, August 2016. (Revised July 2017.)
      • August 2016
      • Supplement

      HEINEKEN—Brewing a Better World (B)

      By: Forest L. Reinhardt, José Alvarez and Tonia Junker
      This is a follow-up to the “HEINEKEN—Brewing a Better World (A)” case, with updated information on sustainability at HEINEKEN and some new initiatives. View Details
      Keywords: Brands and Branding; Corporate Strategy; Supply Chain Management; Food and Beverage Industry
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      Reinhardt, Forest L., José Alvarez, and Tonia Junker. "HEINEKEN—Brewing a Better World (B)." Harvard Business School Supplement 717-001, August 2016.
      • June 17, 2016
      • Comment

      Companies Need to Start Marketing Security to Customers

      By: John A. Quelch
      Recent events in Orlando underscore an important marketing truth: consumer safety and security are mission critical. A popular nightclub, Pulse, known as a safe place for the LGBT community, is put out of business at least temporarily by a terrorist act. Not far away... View Details
      Keywords: Consumer Safety; Public Safety; Brand Attraction; Risk Management; Safe Environment Benefit; Marketing Safety; Global Brands; Advertising; Change Management; Disruption; Volatility; Crime and Corruption; Customers; Music Entertainment; Animation Entertainment; Film Entertainment; Brands and Branding; Marketing Communications; Marketing Strategy; Product Marketing; Consumer Behavior; Problems and Challenges; Safety; Corporate Strategy; Business Strategy; Entertainment and Recreation Industry; Tourism Industry; Travel Industry; United States
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      Quelch, John A. "Companies Need to Start Marketing Security to Customers." Harvard Business School Working Knowledge (June 17, 2016). (Republished by Fortune.com as "What the Orlando Tragedies Can Teach Businesses" on June 20, 2016.)
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