Publications

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

Keywords: Soccer; Football; Superstars; Talent; Talent Development; General Management; Sports; Entertainment; Media; Talent and Talent Management; Globalization; Brands and Branding; Marketing; Strategy; Sports Industry; Europe

June 2025
Teaching Note

AI and Brand Management: Promises and Perils

By: Julian De Freitas and Elie Ofek

Teaching Note for HBS Background Note No. 525-021. View Details

August 2013 (Revised November 2013)
Case

Gordon Brothers: Collateralizing Corporate Loans by Brands

By: Paul Healy and Maria Loumioti

The case explores the collateralization of intellectual property in a loan agreement between a highly leveraged apparel company and a large US bank. Leveraging intangibles in the credit market is a new practice that has significantly grown over the past few years.... View Details

Keywords: Intangible Assets; Accounting; Valuation; Finance; Restructuring; United States

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

May 8, 2012
Article

Commercialising a Product: Manage Price as Part of Branding

By: Marco Bertini and Nader Tavassoli

Find at Harvard

2009
Blog

Harvard Business Online—Marketing Know:How: How Harvard Licensed its Brand

By: John A. Quelch

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May 1992
Teaching Note

Henkel Group: Umbrella Branding and Globalization Decisions, Teaching Note

By: Robert J. Dolan

Teaching Note for (9-585-185). View Details

23 Mar 2022
News

Online Brands Try a Traditional Marketing Strategy: Physical Stores

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

Find at Harvard

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

10 Sep 2020
News

Name Your Brand with a Global Audience in Mind

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