Brand Communication - Publications - Faculty & Research

May 1994 (Revised July 1995)
Case

Taco Bell--1994

Taco Bell CEO, John Martin, boldly proclaims a growth goal of 200,000 points of access by the year 2000 (the company had approximately 3,600 in 1991). To realize such growth, Martin embraces a philosophy of continual change. The implications for Taco Bell are dramatic... View Details

Keywords: Information Technology; Food; Organizational Structure; Organizational Culture; Human Resources; Brands and Branding; Organizational Change and Adaptation; Goals and Objectives; Change Management; Expansion; Business Growth and Maturation; Communication; Growth and Development Strategy; Retail Industry; Food and Beverage Industry; United States

Citation

Find at Harvard

21 Jan 2009
First Look

First Look: January 21, 2009

risks they present for brands. The case allows students to grapple with the strategic and tactical decisions that accompany marketing communications strategy and to combine information on consumer behavior with an understanding of View Details

Keywords: Martha Lagace

13 Apr 2015
Research & Ideas

3 Ways Firms Can Profit From Environmental Investments

regulatory requirements—thus preserving the legal right to keep operating the company. It also can mean preventing damage to the brand. Corporate investment in environmental sustainability can help the brand as well as the bottom line.... View Details

Keywords: by Carmen Nobel; Energy; Utilities

May 2019
Teaching Note

JUUL and the Vaping Revolution

By: Michael W. Toffel, Trevor Fetter, John Masko and Sarah Mehta

Teaching Note for HBS No. 619-006. View Details

Citation

Purchase

24 Apr 2006
Research & Ideas

Managing Alignment as a Process

functional support units. Business units to customers: The priorities of the customer value proposition are communicated to targeted customers and reflected in specific customer feedback and measures. Business support units to suppliers... View Details

Keywords: by Robert S. Kaplan & David P. Norton; Apparel & Accessories; Fashion; Consumer Products; Retail

05 Jun 2007
First Look

First Look: June 5, 2007

brand mix that would be carried. Results from the pilot store (a remodeled hypermarket in Beijing) were encouraging, with revenues and profits up and customers spending more on each visit. The company must decide how quickly to roll out... View Details

Keywords: Martha Lagace

April 2010
Teaching Note

Swire Beverages: Implementing CSR in China

By: Christopher Marquis, Alison Comings and Bobbi Thomason

Teaching Note for [410021]. View Details

Keywords: Corporate Social Responsibility and Impact; Business and Community Relations; Health; Organizational Design; Factories, Labs, and Plants; Business Strategy; Business and Stakeholder Relations; Safety; Natural Environment; Brands and Branding; Interests; Partners and Partnerships; Food and Beverage Industry; China

Citation

Purchase

10 May 2016
First Look

May 10, 2016

connections among elements of corporate brand identity and reputation. The new framework provides a structure for managing a corporate/organisational brand. It is a potential tool in the definition, alignment, and development of such... View Details

Keywords: Carmen Nobel

17 Jun 2013
Research & Ideas

Advertising Symbiosis: The Key to Viral Videos

brands in the advertisements they watch," says Teixeira, an assistant professor at Harvard Business School who has spent the last four years figuring out the factors that make or break online ads. "In the past, when a company launched a... View Details

Keywords: by Carmen Nobel; Advertising

14 Feb 2017
First Look

First Look at New Research: February 14

areas, whereas midscale stores enter less populated, lower-income areas. We find positive causal brand effects for specific upscale and midscale stores, above and beyond market effects, but find negative causal View Details

Keywords: Sean Silverthorne

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

Citation

Educators

Purchase

15 Mar 2011
First Look

First Look: March 15

the natural environment while creating urban living capacity by combining low carbon and resource-efficient development with the use of information and communication technologies (ICT) to better manage complex urban systems. Download the... View Details

Keywords: Sean Silverthorne

14 Aug 2018
First Look

First Look at New Research and Ideas, August 14, 2018

https://www.hbs.edu/faculty/Pages/item.aspx?num=54794 Harvard Business School Case 518-047 Armarium: Luxury Fashion Brands for Rent Armarium, a two-sided online platform that offered consumers the opportunity to rent the most coveted,... View Details

Keywords: by Sean Silverthorne

28 Oct 2019
Research & Ideas

Brick-and-Mortar Stores Are Making a Comeback

to build a relationship with the customer and communicate the brand in an experiential way. There’s still a purpose for physical shopping in today’s environment; it just has to feel different from what we’ve... View Details

Keywords: by Jen McFarland Flint; Retail

03 Mar 2015
First Look

First Look: March 3

on a sustained and balanced growth trajectory? Purchase this case: https://cb.hbsp.harvard.edu/cbmp/product/715008-PDF-ENG Harvard Business School Case 514-078 Ghurka Ghurka was a 38-year-old luxury leather goods brand that specialized in... View Details

Keywords: Sean Silverthorne

20 Mar 2007
First Look

First Look: March 20, 2007

in frequent contact with department stores to help them present her clothing in display and to customers. In the 1980s, after building up her designer brand name, Claiborne expanded her business through licensing arrangements with quality... View Details

Keywords: Martha Lagace

22 Feb 2000
Research & Ideas

The Mind of the Market: Extending the Frontiers of Marketing Thought

the Market's advisory council, for example, looks into the aforementioned concept of loyalty. Implications for marketing, according to the results, include the following: "Embody in brand communications the... View Details

Keywords: by Martha Lagace

13 Jul 2010
First Look

First Look: July 13

venture capital. The program provides "IP for equity" and has proven very successful in achieving its main goals—improved morale among researchers who like knowing their technology is being used, improved relationships with the venture capital View Details

Keywords: Martha Lagace