Publications

February 2022
Case

Toraya

By: Lauren Cohen and Akiko Kanno

Mitsuharu Kurokawa was the 18th generation leader of a family firm that produced and sold premium Japanese sweets, Toraya Confectionery Co., Ltd. He had succeeded the business from his father, Mitsuhiro Kurokawa who had led the firm for thirty years. Mitsuharu was... View Details

Keywords: Branding; Luxury Brand; Succession; Family Business; Management Succession; Brands and Branding; Luxury; Marketing; Expansion; Globalization; Innovation and Invention; Customer Satisfaction; Food and Beverage Industry; Retail Industry; Japan

Educators

June 2021
Teaching Note

Dove and Real Beauty: Building a Brand with Purpose

By: Mark R. Kramer

Teaching Note for HBS Case No. 720-361. View Details

Article

Long Term Impact of Promotion and Advertising on Consumer Brand Choice

By: Carl Mela, Sunil Gupta and Donald R. Lehmann

Keywords: Product Marketing; Advertising; Brands and Branding; Decision Choices and Conditions; Customers

May 2012
Article

To Zap or Not to Zap: How to Insert the Brand in TV Commercials to Minimize Avoidance

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

Huge amounts of money are spent on TV advertising. In an environment of rising per-viewer rates for advertisers and increased skipping past ads by consumers, it is necessary for advertising managers to understand the determinants of commercial avoidance. In order to... View Details

Keywords: Brands and Branding; Television Entertainment; Advertising; Decisions

March 2022
Teaching Note

Supreme: Remaining Cool While Pursuing Growth

By: Jill Avery and Sandrine Crener

Teaching Note for HBS Case No. 522-006. Following VF Corporation’s acquisition of cult streetwear brand Supreme, consumers and industry pundits were nervous that becoming part of a large, public corporation would put an end to Supreme’s slow and careful growth... View Details

Keywords: Cultural Branding; Marketing; Brands and Branding; Luxury; Growth Management; Consumer Products Industry; Fashion Industry; Retail Industry; United States

December 7, 1999
Article

Henry Heinz and Brand Creation in the Late Nineteenth Century

By: Nancy F. Koehn

Keywords: Brands and Branding; Food and Beverage Industry

1994
Chapter

Using the Zaltman Metaphor Elicitation Technique to Understand Brand Images

By: R. Higie and G. Zaltman

Keywords: Brands and Branding; Research

February 1994
Article

The Effects of Advertising on Brand Switching and Repeat Purchasing

By: J. A. Deighton, C.M. Henderson and S. Neslin

Keywords: Brands and Branding; Advertising

January 2015 (Revised November 2016)
Case

La Martina: Leveraging Polo's Luxury Lifestyle

By: Anat Keinan, Maria Fernanda Miguel and Sandrine Crener

Founded in 1984 in Buenos Aires, Argentina, La Martina has grown from a high-end polo equipment company into a global fashion brand with operations in 56 countries. Polo, which is not only a sport but also a way of life, is at the core of the brand DNA. Polo is a... View Details

Educators

18 Jun 2024
Cold Call Podcast

How Natural Winemaker Frank Cornelissen Innovated While Staying True to His Brand

Keywords: Re: Tiona W. Zuzul; Food & Beverage; Agriculture & Agribusiness

March 1990
Article

The Effects of Brand Loyalty on Competitive Price Promotional Strategies

By: R. Lal, J. S. Raju and V. Srinivasan

Keywords: Brands and Branding; Competition; Strategy; Price

12 Sep 2016
Research & Ideas

What Brands Can Do to Monitor Factory Conditions of Suppliers

environmental standards in the United States and overseas. “I don’t think Nike or Levi’s relishes this role, but in the context of weak government regulatory regimes, it’s these companies’ brand reputations that are on the line when... View Details

Keywords: by Michael Blanding

2001
Book

Brand New: How Entrepreneurs Earned Consumers' Trust From Wedgwood to Dell

By: Nancy F. Koehn

Keywords: Customer Focus and Relationships

Article

Moving from Engagement to a Real Marriage of Brand and Customer

By: Jeffrey F. Rayport

Keywords: Technology; Digital Services; Strategy; Internet and the Web; Marketing

Read Now

11 Mar 2019
Research & Ideas

Branding Sells Cereal, Handbags, and Vacations. Can It Sell a Country?

Administration. “Part of that is affecting what people in other countries perceive your country to be.” What does it take to create Denmark’s reputation for modern design or Bali’s Eat Pray Love-style picture of tropical centeredness? Ofek examined the underlying... View Details

Keywords: by Danielle Kost; Tourism

10 Nov 2022 - 13 Nov 2022
Conference Presentation

Timely Statements: Swift Brand Activism Is the Most Effective and Memorable

By: Jimin Nam, Maya Balakrishnan, Julian De Freitas and Alison Wood Brooks

Article

The Upside to Large Competitors

By: Neeru Paharia, Anat Keinan and Jill Avery

Large companies are often viewed as a major threat for startups and small companies; big companies have more financial resources and greater scale, market power, and brand awareness than small ones. However, our research finds that a smaller brand can actually benefit... View Details

Keywords: Brand Management; Competition; Marketing; Brands and Branding; Marketing Strategy; Consumer Products Industry; Food and Beverage Industry; Retail Industry; United States