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      Brand Management Of PlacesRemove Brand Management Of Places →

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      • January 2019
      • Supplement

      Understanding the Brand Equity of Nestlé Crunch Bar (B): Data Analysis

      By: Jill Avery and Gerald Zaltman
      In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of 20 of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Luckily, an old consumer research study on the Nestlé Crunch Bar... View Details
      Keywords: Brand Management; Market Research; Brand Positioning; Value Proposition; Consumer Products; Fast Moving Consumer Goods; Qualitative Methods; Zaltman Metaphor Elicitation Technique; ZMET; Data Analysis; Marketing; Marketing Strategy; Brands and Branding; Consumer Behavior; Marketing Communications; Analytics and Data Science; Analysis; Consumer Products Industry; Food and Beverage Industry; Advertising Industry; United States; North America; Italy
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      Avery, Jill, and Gerald Zaltman. "Understanding the Brand Equity of Nestlé Crunch Bar (B): Data Analysis." Harvard Business School Supplement 519-062, January 2019.
      • January 2019
      • Case

      Understanding the Brand Equity of Nestlé Crunch Bar: A Market Research Case

      By: Jill Avery and Gerald Zaltman
      In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of 20 of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Under the terms of the Nestlé acquisition, each of the purchased... View Details
      Keywords: Brand Equity; Marketing; Market Research; Qualitative Research; Marketing Communication; Customer Satisfaction; Brands and Branding; Consumer Behavior; Marketing Communications; Marketing Strategy; Food and Beverage Industry; United States; North America; Italy
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      Avery, Jill, and Gerald Zaltman. "Understanding the Brand Equity of Nestlé Crunch Bar: A Market Research Case." Harvard Business School Case 519-061, January 2019.
      • January 2019 (Revised February 2020)
      • Case

      World Wrestling Entertainment, Inc.

      By: Anita Elberse and Melissa Rodman
      World Wrestling Entertainment, Inc. (WWE) develops and presents scripted hero-versus-villain storylines featuring its wrestlers at hundreds of live events—on several weekly television shows, on its own over-the-top streaming service, and on social media—to millions of... View Details
      Keywords: Superstars; Talent; Talent Development; Labor Economics; General Management; Entertainment; Sports; Media; Talent and Talent Management; Contracts; Marketing; Strategy
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      Elberse, Anita, and Melissa Rodman. "World Wrestling Entertainment, Inc." Harvard Business School Case 519-058, January 2019. (Revised February 2020.)
      • January 2019 (Revised October 2019)
      • Case

      Glossier: Co-Creating a Cult Brand with a Digital Community

      By: Jill Avery
      Glossier’s proclaimed strategy was “born from content; fueled by community.” The digital-first, direct-to-consumer beauty brand had experienced rapid growth, with sales up 600% in 2017 and a customer portfolio that grew by threefold. But, its founder, Emily Weiss, was... View Details
      Keywords: Brands; Brand Management; Brand Communication; Retailing; DTC; Influencer; Startup; Internet Marketing; Big Data; Crowdsourcing; Growth and Development Strategy; Social Media; E-commerce; Internet and the Web; Digital Marketing; Consumer Products Industry; Beauty and Cosmetics Industry; Retail Industry; United States; North America
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      Avery, Jill. "Glossier: Co-Creating a Cult Brand with a Digital Community." Harvard Business School Case 519-022, January 2019. (Revised October 2019.)
      • January 2019 (Revised February 2019)
      • Supplement

      The a2 Milk Company

      By: Benjamin C. Esty, Daniel Fisher and Greg Saldutte
      The a2 Milk Company (a2MC) became the most valuable company listed on the New Zealand stock exchange in 2018 by capitalizing on a biochemical discovery related to the protein composition of cow's milk. Because many people find the A1 protein difficult to digest, and... View Details
      Keywords: Judo Economics; Market Entry; Innovation; Barriers To Response; Industry Attractiveness; Advantage Horizon; Sustainability; First-mover Advantage; Scope; Strategy Execution; Strategic Evolution; Biochemistry; Genetics; Branding; Commodity; Milk; Dairy; Infant Formula; Farming; Porter's Five Forces; Competitive Advantage; Corporate Strategy; Value Creation; Competition; Market Entry and Exit; Disruption; Innovation and Invention; Five Forces Framework; Consumer Products Industry; New Zealand; Australia; China
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      Esty, Benjamin C., Daniel Fisher, and Greg Saldutte. "The a2 Milk Company." Harvard Business School Spreadsheet Supplement 719-804, January 2019. (Revised February 2019.)
      • January 2019 (Revised October 2020)
      • Technical Note

      Brand Storytelling

      By: Jill Avery
      Marketers have long appreciated the value and power of storytelling. Stories fill brands with resonant and relevant meaning and empower brands to serve as critical elements in the lives of consumers. Mastering the art of brand storytelling is an increasingly important... View Details
      Keywords: Brand Communication; Brand Management; Brand Storytelling; Marketing; Marketing Communications; Brands and Branding; Marketing Strategy; Advertising; Consumer Behavior; Consumer Products Industry
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      Avery, Jill. "Brand Storytelling." Harvard Business School Technical Note 519-049, January 2019. (Revised October 2020.)
      • January–February 2019
      • Article

      What Does Your Corporate Brand Stand For?

      By: Stephen A. Greyser and Mats Urde
      While most firms are adept at defining product brands, they’re less sure-footed with their corporate brands. What exactly does a parent company’s name represent, and how is it perceived in the marketplace?
      A strong corporate identity provides direction and... View Details
      Keywords: Organizations; Identity; Brands and Branding; Reputation; Management Analysis, Tools, and Techniques; Corporate Strategy
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      Greyser, Stephen A., and Mats Urde. "What Does Your Corporate Brand Stand For?" Harvard Business Review 97, no. 1 (January–February 2019): 80–88.
      • December 2018 (Revised May 2019)
      • Case

      Bord Bia: Strategically Growing Irish Exports

      By: Jose B. Alvarez, Forest L. Reinhardt and Emer Moloney
      Agriculture was Ireland’s largest indigenous industry. Its agri-food sector was export driven, with almost 90% of production exported. Bord Bia was the Irish government agency charged with the promotion, trade development, and marketing of the Irish food, drink, and... View Details
      Keywords: Agribusiness; Trends; Disruption; Communication Strategy; Experience and Expertise; Talent and Talent Management; Public Sector; Trade; Education; Food; Geography; Geographic Location; Rural Scope; Corporate Governance; Government Administration; Information; Knowledge Dissemination; Marketing Channels; Brands and Branding; Marketing Communications; Marketing Strategy; Planning; Business and Government Relations; Environmental Sustainability; Public Opinion; Business Strategy; Diversification; Agriculture and Agribusiness Industry; Food and Beverage Industry; Public Administration Industry; Retail Industry; Republic of Ireland; United Kingdom; Europe
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      Alvarez, Jose B., Forest L. Reinhardt, and Emer Moloney. "Bord Bia: Strategically Growing Irish Exports." Harvard Business School Case 519-043, December 2018. (Revised May 2019.)
      • December 2018
      • Case

      Corporate Transformation at Merck KGaA, Darmstadt, Germany

      By: Joseph B. Fuller, Amy C. Edmondson, Daniela Beyersdorfer and Tonia Labruyere
      When Stefan Oschmann became CEO and chairman of the executive board of Merck KGaA, Darmstadt, Germany, in 2016, the company had started its transformation from a mid-tier traditional German industry player to a global modern science and technology player. The... View Details
      Keywords: Corporate Governance With Family Ownership; Transformation; Change Management; Restructuring; Corporate Governance; Family Ownership
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      Fuller, Joseph B., Amy C. Edmondson, Daniela Beyersdorfer, and Tonia Labruyere. "Corporate Transformation at Merck KGaA, Darmstadt, Germany." Harvard Business School Case 319-072, December 2018.
      • December 2018 (Revised September 2019)
      • Case

      Brand Activism: Nike and Colin Kaepernick

      By: Jill Avery and Koen Pauwels
      Nike's selection of politically polarizing Colin Kaepernick as the spokesperson for the 30th anniversary of its iconic "Just Do It" campaign catapulted the brand into the media spotlight and made it a political flashpoint for consumers across America. Would the choice... View Details
      Keywords: Digital Marketing; Entertainment; Politics; Activism; Brand Equity; Marketing; Marketing Strategy; Brands and Branding; Marketing Communications; Sports; Advertising; Social Media; Apparel and Accessories Industry; Sports Industry; Consumer Products Industry; United States; North America
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      Avery, Jill, and Koen Pauwels. "Brand Activism: Nike and Colin Kaepernick." Harvard Business School Case 519-046, December 2018. (Revised September 2019.)
      • December 2018
      • Teaching Note

      The Swedish Academy #MeToo Scandal and the Reputation of the Nobel Prize

      By: Stephen A. Greyser and Mats Urde
      A classroom guide to teaching the case, “The Swedish Academy #MeToo Scandal and the Reputation of the Nobel Prize” (HBS No. 5-919-410). A fictional case protagonist must present his evaluation to the Nobel Foundation of the scandal affecting one of the Nobel... View Details
      Keywords: Nobel Prize; Swedish Academy; Scandal; Reputation; Brands and Branding; Crisis Management
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      Greyser, Stephen A., and Mats Urde. "The Swedish Academy #MeToo Scandal and the Reputation of the Nobel Prize." Harvard Business School Teaching Note 919-410, December 2018.
      • December 2018
      • Case

      The Swedish Academy #MeToo Scandal and the Reputation of the Nobel Prize

      By: Stephen A. Greyser and Mats Urde
      This case focuses on the potential for “reputational contagion” to the Nobel Prize from a scandal affecting one of its independent network member entities, the Swedish Academy. The latter is responsible for selecting the Nobel Prize in Literature, by appointment of... View Details
      Keywords: Nobel Prize; Swedish Academy; Scandal; Reputation; Brands and Branding; Crisis Management
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      Greyser, Stephen A., and Mats Urde. "The Swedish Academy #MeToo Scandal and the Reputation of the Nobel Prize." Harvard Business School Case 919-409, December 2018.
      • December 2018 (Revised October 2019)
      • Case

      Barteca: The Challenge and Opportunity of Private Equity

      By: Lena G. Goldberg and Michael S. Kaufman
      Andy Pforzheimer and Sasa Mahr-Batuz, co-founders of a highly successful seven-location restaurant brand, had just opened the first location of a new brand. They had mapped out future expansion for both brands but wondered if, rather than lining up an assortment of... View Details
      Keywords: Restaurants; Brands and Branding; Expansion; Private Equity; Strategy; Decision Making
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      Goldberg, Lena G., and Michael S. Kaufman. "Barteca: The Challenge and Opportunity of Private Equity." Harvard Business School Case 319-076, December 2018. (Revised October 2019.)
      • December 2018 (Revised June 2019)
      • Case

      Wolfgang Puck: Setting the Table for the Future

      By: Boris Groysberg and Matthew G. Preble
      Chef Wolfgang Puck oversees a disparate business empire that includes fine dining restaurants, a catering business, and various licensed products that run from cookware, to soup, to fast-casual restaurants. His businesses activities are divided among three separate... View Details
      Keywords: Brands and Branding; Growth and Development; Management Systems; Business Processes; Leadership; Transition; Food and Beverage Industry; Consumer Products Industry
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      Groysberg, Boris, and Matthew G. Preble. "Wolfgang Puck: Setting the Table for the Future." Harvard Business School Case 419-001, December 2018. (Revised June 2019.)
      • December 2018 (Revised October 2020)
      • Case

      Shiseido: Reinvesting in Brand

      By: Jill Avery and Nobuo Sato
      Shiseido was in the midst of a six year corporate turnaround, trying to reverse the effects of decades of under-investment in R&D and marketing which had led to a cycle of declining customer support and brand value. Would the CEO’s VISION 2020 plan, centered on four... View Details
      Keywords: Brand Management; Brand Value; Turnaround; Brand Portfolio; Brand Communication; Global Brands; Digital Marketing; Return On Investment; Marketing ROI; Internet Marketing; Marketing; Marketing Strategy; Brands and Branding; Value; Growth and Development Strategy; Investment Return; Consumer Behavior; Beauty and Cosmetics Industry; Consumer Products Industry; Japan; Asia
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      Avery, Jill, and Nobuo Sato. "Shiseido: Reinvesting in Brand." Harvard Business School Case 519-026, December 2018. (Revised October 2020.)
      • December 2018 (Revised May 2019)
      • Case

      Darling Ingredients International

      By: David E. Bell and Natalie Kindred
      Led by CEO Randall Stuewe, Texas-based Darling Ingredients International was a rendering firm with $3.7 billion in 2017 revenues. Since 2003, Darling had transformed from U.S. focused into a global player in the processing of biological waste from meat and foodservice... View Details
      Keywords: Darling; Ingredients; Stuewe; Rendering; Animal Byproducts; Used Cooking Oil; UCO; Diamond Green Diesel; DGD; Valero; Renewable Diesel; Biofuel; Recycling; Carbon; LCFS; Blend; Blender; Strategy; Corporate Strategy; Renewable Energy; Food; Agribusiness; Expansion; Diversification; Growth Management; Technological Innovation; Policy; Government Legislation; Agriculture and Agribusiness Industry; Energy Industry; Food and Beverage Industry; United States; Louisiana; California; Texas
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      Bell, David E., and Natalie Kindred. "Darling Ingredients International." Harvard Business School Case 519-048, December 2018. (Revised May 2019.)
      • December 2018 (Revised August 2019)
      • Case

      Super Bowl Storytelling

      By: Shelle Santana and Jill Avery
      The one day a year when consumers not only tolerate but actually eagerly anticipate ads is during the NFL's Super Bowl. In sharp contrast to their behavior on the other 364 days of the year, consumers watch an average of 89 commercials per Super Bowl game for an... View Details
      Keywords: Television Advertising; Entertainment; Brand Management; Marketing; Marketing Strategy; Marketing Communications; Advertising; Television Entertainment; Brands and Branding; Media; Cost vs Benefits; Advertising Industry; Media and Broadcasting Industry; Sports Industry; United States; North America
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      Santana, Shelle, and Jill Avery. "Super Bowl Storytelling." Harvard Business School Case 519-041, December 2018. (Revised August 2019.)
      • 2018
      • Article

      What Can Managers Privately Disclose to Investors?

      By: Eugene F. Soltes
      Regulators have long been aware that differential access to information can undermine the efficiency and fairness of financial markets. In an effort to place investors on equal footing, the Securities and Exchange Commission in 2000 created Regulation Fair Disclosure... View Details
      Keywords: Disclosure Regulation; Information; Communication; Business and Shareholder Relations; Governing Rules, Regulations, and Reforms
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      Soltes, Eugene F. "What Can Managers Privately Disclose to Investors?" Yale Journal on Regulation Bulletin 36 (2018): 148–169.
      • November 2018 (Revised April 2019)
      • Case

      Zespri Grows

      By: David E. Bell and Natalie Kindred
      Controlling about a third of global kiwifruit exports by volume and nearly half by value in 2018, Zespri was a grower-owned “corporatized cooperative” with the exclusive right to export New Zealand-grown kiwifruit (except to Australia). Zespri did not grow fruit but... View Details
      Keywords: Agribusiness; Kiwi; Kiwifruit; Agriculture; Global Supply Chain; Branding; Produce; Coordinated Industry Structure; Industry Coordination; Countercyclical Supply; New Product Development; Product Strategy; Differentiation; Food; Quality; Trade; Brands and Branding; Marketing; Strategy; Global Strategy; Change Management; Organizational Change and Adaptation; Globalization; Globalized Firms and Management; Competitive Strategy; Resource Allocation; Product Development; Agriculture and Agribusiness Industry; Consumer Products Industry; Food and Beverage Industry; New Zealand
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      Bell, David E., and Natalie Kindred. "Zespri Grows." Harvard Business School Case 519-047, November 2018. (Revised April 2019.)
      • November 2018 (Revised February 2019)
      • Case

      Israel at 70: Is it Possible to (re)Brand a Country?

      By: Elie Ofek and Sarah Gulick
      In the spring of 2018, Israel was set to celebrate its 70th anniversary. While there was much to rejoice in reaching this milestone, the country’s brand image internationally was far from ideal. Past efforts to impact perceptions of Israel, spearheaded by the Ministry... View Details
      Keywords: Branding; Brand Management Of Places; Nation Branding; Brand Positioning; Public Diplomacy; Marketing Communication; Brands and Branding; Marketing Communications; Perception; Change; Israel
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      Ofek, Elie, and Sarah Gulick. "Israel at 70: Is it Possible to (re)Brand a Country?" Harvard Business School Case 519-006, November 2018. (Revised February 2019.)
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