Publications

May 2013
Teaching Note

Altius Golf and the Fighter Brand (Brief Case)

By: Robert J. Dolan and Sunru Yong

September 2000 (Revised November 2002)
Supplement

Building Brand Community on the Harley-Davidson Posse Ride

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

August 11, 2008
Article

Brands Act Local to Woo a Billion Chinese Consumers

By: John A. Quelch

Read Now

12 Feb 2025
Video

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

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

Educators

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

May 8, 2012
Article

Commercialising a Product: Manage Price as Part of Branding

By: Marco Bertini and Nader Tavassoli

2009
Blog

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

By: John A. Quelch

Register to Read

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

2015
Book

Strong Brands, Strong Relationships

By: Susan Fournier, Michael Breazeale and Jill Avery

From the editorial team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a collection of innovative research and management insights that build upon the foundations of... View Details

Keywords: Brand Building; Brand Management; CRM; Marketing; Brands and Branding; Marketing Communications; Advertising; Customer Relationship Management; Customer Focus and Relationships; Advertising Industry; Apparel and Accessories Industry; Consumer Products Industry

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

Educators

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

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

Educators