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  • 24 Apr 2014
  • News

Expanding the brand of the country’s largest magazine publisher

Ann S. Moore (MBA 1978), the first female chair and CEO of Time Inc., oversaw nearly 150 magazines and their brand extensions. During her tenure, she launched more magazines than Time founder Henry R. Luce and, as publisher of People,... View Details
  • August 2016 (Revised November 2016)
  • Case

C.W. Dixey & Son

By: Anat Keinan and Michael B. Beverland
C.W. Dixey & Son is about to be relaunched as a luxury eyewear brand after a fifty-year absence from the marketplace. This case focuses on reviving a dormant brand with a 200-year plus heritage of innovation, craft excellence, and luxury. Drawing on extensive... View Details
Keywords: Luxury Branding; Authenticity; Inconspicuous Consumption; Brand Positioning; Brand Revitalization; Eyeyewear; Market Entry and Exit; Luxury; Market Participation; Brands and Branding; Consumer Products Industry
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  • September 2013
  • Article

Testimonials Do Not Convert Patients from Brand to Generic Medication

By: John Beshears, James J. Choi, David Laibson, Brigitte C. Madrian and Gwendolyn Reynolds

Objectives: To assess whether the addition of a peer testimonial to an informational mailing increases conversion rates from brand name prescription medications to lower-cost therapeutic equivalents, and whether the testimonial's efficacy increases when... View Details

Keywords: Testimonial; Peer Information; Social Proximity; Communication; Generic Medication; Familiarity; Marketing Communications; Decision Choices and Conditions; Identity; Health Care and Treatment; Marketing Reference Programs; Power and Influence; Brands and Branding; Health Industry
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  • 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 Jun 2021
  • News

How To Leverage Your Employees’ Personal Brands To Grow Your Business Equity

  • 06 Jun 2024
  • Blog Post

Revolutionizing Wellness: Kate Twist (MBA 2008) Shapes the Future of Consumer Health Brands

If there were a theme to Kate Twist’s (MBA 2008) career, it would be building brands known for the emotional connection they foster with their consumers. Twist is experienced in directing powerful consumer brands. She cofounded the... View Details
  • 2007
  • Blog

Harvard Business Online—Marketing Know:How: How To Brand an Ingredient

By: John A. Quelch
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  • May 1994
  • Case

Laura Ashley (C): Rebuilding and Transforming a Global Brand

By: Richard L. Nolan
Over the course of two years a CEO executes a business transformation strategy and key decisions. View Details
Keywords: Transition; Decisions; Performance Consistency; Performance Improvement; Business Strategy
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  • 26 Jan 2024
  • Video

Career Workshop Crafting your Brand with the CPD Office

  • 16 Jun 2017
  • News

Gibson Brands Transforms Guitar-making into Diverse 'Music Lifestyle' Firm

Keywords: Manufacturing
  • July 2008
  • Teaching Note

Hilton Hotels: Brand Differentiation through Customer Relationship Management (TN)

By: Lynda M. Applegate, Gabriele Piccoli and Chekitan Dev
Teaching Note for [809029]. View Details
Keywords: History; Strategy; Customer Relationship Management; Information Technology; System; Privatization; Brands and Branding; Accommodations Industry
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  • October 2009
  • Teaching Note

Inner Mongolia Yili Group: China's Pioneering Dairy Brand (TN)

By: F. Warren McFarlan
Teaching Note for [308052]. View Details
Keywords: Business Plan; Goals and Objectives; Competition; Research and Development; Globalization; Innovation and Invention; Brands and Branding; Problems and Challenges; Food and Beverage Industry; China
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  • August 11, 2008
  • Article

Brands Act Local to Woo a Billion Chinese Consumers

By: John A. Quelch
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  • June 2016 (Revised November 2021)
  • Case

Longchamp

By: Jill Avery, Tonia Junker and Daniela Beyersdorfer
Longchamp’s Le Pliage is one of the fashion world’s most successful products, a cultural icon across the globe. But managing the low priced, nylon handbag is challenging as Longchamp tries to move its brand upmarket into higher priced, luxury leather goods. How much... View Details
Keywords: Brand Management; Luxury Brand; Brand Positioning; Product Strategy; Retailing; Pricing Strategy; Marketing; Brands and Branding; Marketing Strategy; Luxury; Family Business; Price; Strategy; Apparel and Accessories Industry; Retail Industry; Consumer Products Industry; Fashion Industry; France; Europe
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  • 2015
  • White Paper

Luxury Branding Research: New Perspectives and Future Priorities

By: Anat Keinan, Sandrine Crener and Silvia Bellezza
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  • June 2015
  • Teaching Note

Warby Parker: Vision of a 'Good' Fashion Brand

By: Christopher Marquis
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  • May 2013
  • Teaching Note

Altius Golf and the Fighter Brand (Brief Case)

By: Robert J. Dolan and Sunru Yong
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  • September 2000 (Revised November 2002)
  • Supplement

Building Brand Community on the Harley-Davidson Posse Ride

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  • 13 Nov 2023
  • Podcast

Jill Avery on Building a Winning Brand Portfolio

What can you learn about brand portfolio strategy from Marriott's $13.3 billion acquisition of Starwood Hotels & Resorts? Harvard Business School Senior Lecturer Jill Avery joins host Chris Linnane in The Parlor Room to answer that question and discuss how Marriott... View Details
  • 06 Mar 2020
  • News

How Reader’s Digest Became a Digital-first Multimedia Brand