Branding - Publications - Faculty & Research

April 2021
Teaching Note

Thingtesting: Launching a Brand Discovery and Testing Digital Community

Teaching Note for the "Thingtesting: Launching a Brand Discovery and Testing Digital Community" HBS Case No. 520-086. View Details

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September–October 2023
Article

Building Brand Engagement: Lessons from NFTs and Collectibles

By: Frank V. Cespedes and Ben Plomion

The financial hype about Non-Fungible Tokens (NFTs) has cooled considerably since trading in that market went from more than $780 million on May 1, 2022 to less than $295 million for the entire month of May, 2023. But brands launch marketing campaigns in this medium,... View Details

Keywords: Opportunities; Digital Strategy; Brands and Branding; Marketing Strategy

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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

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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

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23 Jun 2010
News

The perils of a tarnished brand

09 Jun 2020
News

Brands under pressure to make a stand on racism

August 2000
Article

Building Store Loyalty Through Store Brands

By: Marcel Corstjens and R. Lal

Keywords: Brands and Branding; Customer Relationship Management

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October 2007
Case

Colgate Max Fresh: Global Brand Roll-Out

By: John A. Quelch

In February 2005, Nigel Burton, in his third year as president of global oral care at Colgate-Palmolive Company (CP), had every reason to feel optimistic. Worldwide market shares were strong and Colgate Max Fresh (CMF), a new toothpaste that had helped drive Colgate to... View Details

Keywords: Marketing Strategy; Product Launch; Global Strategy; Brands and Branding; Consumer Products Industry; Health Industry; China; Mexico

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November 2000
Case

Building Brand Community on the Harley-Davidson Posse Ride (Multimedia Case)

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

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

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15 Dec 2008
Research & Ideas

The Surprisingly Successful Marriages of Multinationals and Social Brands

systems and capabilities that are needed for going to and operating at scale that would take the social icon years to build. So structured correctly, an acquisition strategy can effectively marry the brand strength and "social... View Details

Keywords: by Sarah Jane Gilbert; Consumer Products; Food & Beverage

23 Dec 2009
News

Managing Starwood's Brand & Expansion Strategy

Keywords: Hospitality; Real Estate

Web

Creating Brand Value - Course Catalog

HBS Course Catalog Creating Brand Value Course Number 1925 Executive Fellow Michael Moynihan Fall; Q2; 1.5 credits 14 Sessions Exam Assistant Professor Julian de Freitas Spring; Q4; 1.5 credits 14 Sessions Exam Career Focus: This course... View Details

October 1992 (Revised July 2001)
Case

Gap, Inc., The: Building a Brand

By: Walter J. Salmon and David Wylie

Explores the circumstances under which a specialty store chain can profitably engage in large-scale non-price advertising. View Details

Keywords: Advertising; Brands and Branding; Supply Chain Management

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May 2019
Case

Whiskey and Cheddar: Ingredient Branding at the Caesan Cheese Cooperative (Brief Case)

By: John A. Quelch and Katherine B. Hartman

The Caesan Cheese Cooperative is considering introducing a new high-quality, high-margin artisan whiskey cheddar cheese. Deidra Kelly, vice president of marketing and product development at Caesan, must recommend to the Board of Directors whether to launch the product... View Details

Keywords: Brands and Branding; Product Development; Management; Product Marketing; Product Positioning; Marketing Strategy; Partners and Partnerships; Food and Beverage Industry

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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

03 Feb 2015
News

Jury out on how win might affect Patriots brand

2010
Working Paper

Quality Provision, Expected Firm Altruism and Brand Extensions

By: Julio J. Rotemberg

This paper studies quality choice in a model where consumers expect firms to act altruistically. It is shown that, under plausible assumptions regarding this altruism and the reaction of consumers to firms that demonstrate insufficient altruism, existing firms (or... View Details

Keywords: Brands and Branding; Consumer Behavior; Product Development; Corporate Social Responsibility and Impact; Quality; Mathematical Methods

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