brand - Publications - Faculty & Research

October 2009
Teaching Note

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

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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10 Jun 2021
News

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

August 11, 2008
Article

Brands Act Local to Woo a Billion Chinese Consumers

By: John A. Quelch

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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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03 Jan 2013
News

'iPhone 6' vs. 'New iPhone' -- How to Brand a Next-Generation Product

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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2015
White Paper

Luxury Branding Research: New Perspectives and Future Priorities

By: Anat Keinan, Sandrine Crener and Silvia Bellezza

Citation

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

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

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