Brand - Publications - Faculty & Research

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

March 2022
Article

When Less Is More: Consumers Prefer Brands that Donate More in Relative versus Absolute Terms

By: Elizabeth A. Keenan, Anne V. Wilson and Leslie K. John

When trying to make a good impression on consumers through charitable giving, is it better for brands to maximize the overall dollars they donate or how much they give in relative terms; for example, the proportion of profits? Across five studies we show that consumers... View Details

Keywords: Cause-related Marketing; Charitable Donations; Generosity; Altruism; Philanthropy and Charitable Giving; Brands and Branding; Consumer Behavior

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12 Feb 2025
Video

Fawn Weaver’s Use of Storytelling to Build Her Brand in the Spirits Industry

07 Jan 2025
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

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 1987 (Revised October 1992)
Case

Black & Decker Corp.: Household Products Group, Brand Transition

This rewritten version differs from Black & Decker Corp.: Household Products Group (A1) in two ways: 1) It has an explicit decision focus. Homa must decide on a program to transfer the Black & Decker name to GE small appliances; and 2) The detailed information... View Details

Keywords: Decisions; Marketing Strategy; Brands and Branding; Consumer Products 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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Article

Brand Choice, Purchase Incidence, and Segmentation: An Integrated Modeling Approach

By: Randolph E. Bucklin and Sunil Gupta

Keywords: Brands and Branding; Decision Choices and Conditions; Sales; Segmentation

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1996
Article

A Segment-Level Model of Category Volume and Brand Choice

By: William R. Dillon and Sunil Gupta

Keywords: Brands and Branding; Decision Choices and Conditions; Segmentation; Volume

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Web

Brand Name Management - The Art of American Advertising

Education Alumni Baker Library Historical Collections Visual Resources More Exhibits Exhibition Gallery Research Links Site Credits The Art of American Advertising: Brand Name Management National Markets Advertising Products Trade... View Details

July 2020 (Revised April 2022)
Case

Paris Saint-Germain: Building One of the World's Top Sports Brands

By: Anita Elberse and David Moreno Vicente

In March 2020, Nasser Al-Khelaifi, the president of French soccer club Paris Saint-Germain (‘PSG’) sees his team clinch a spot among the last eight clubs to compete in the UEFA Champions League. Established in 1970 and initially a club with only moderate success, PSG’s... View Details