Publications

Article

Building and Valuing Brands in the Nonprofit Sector

By: Nathalie Laidler-Kylander, John A. Quelch and Bernard L. Simonin

October 30, 2000
Article

Building a Powerful Prestige Brand

By: Nancy F. Koehn

Keywords: Brands and Branding

25 Oct 2015
News

Legacy Brands And Millenials: The Art Of Courtship

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

Educators

04 Apr 2018
News

Rebuilding the Girl Scouts Brand

Mishka Pitter-Armand (MBA 2003) was never a Girl Scout; but she is a go-getter, an innovator, a risk taker, and a leader. “When you bring those four words together,” Pitter-Armand says, “they form the acronym G.I.R.L.” In late 2016,... View Details

01 Feb 2017
News

The Hot New Brand of Higher Education

April 2004
Article

Mining Gold in Not-for-Profit Brands

By: John A. Quelch, James E. Austin and Nathalie Laidler-Kylander

Keywords: Brands and Branding; Nonprofit Organizations

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

Educators

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

Educators

11 Dec 2023
Blog Post

Building Iconic Brands and Brighter Futures: Interview with Glossier CEO, Kyle Leahy

Kyle Leahy (MBA 2011) stepped into the CEO role of Glossier in May 2022 ready to take the brand to new heights. Since its founding in 2014, Glossier had disrupted the beauty industry, created a powerful community-driven brand, View Details

August 2000
Article

Building Store Loyalty Through Store Brands

By: Marcel Corstjens and R. Lal

Keywords: Brands and Branding; Customer Relationship Management

29 Oct 2020
News

How to Build a Digital Brand That Lasts

Article

Moment-to-moment Optimal Branding in TV Commercials: Preventing Avoidance by Pulsing

By: Thales S. Teixeira, Michel Wedel and Rik Pieters

We develop a conceptual framework for understanding the impact that branding activity (the audio-visual representation of brands) and consumers' dispersion of attention have on their moment-to-moment avoidance decisions during television advertising. It formalizes this... View Details

Keywords: Advertising; Decision Choices and Conditions; Television Entertainment; Brands and Branding; Consumer Behavior; Mathematical Methods

Read Now

08 Dec 2016
Cold Call Podcast

How Wayfair Built a Furniture Brand from Scratch

Keywords: Retail

August 2013
Teaching Plan

Tyra Banks: Personal Branding (TP)

By: Rohit Deshpandé, Kerry Herman and Annelena Lobb