Publications

04 Jun 2014
What Do You Think?

Does Internet Technology Threaten Brand Loyalty?

Summing Up Is the Potential Negative Impact of New Information Technologies on Customer Loyalties Overstated? Customers will remain loyal to brands that meet their needs, regardless of the effects of new information technologies on their... View Details

Keywords: by James Heskett; Advertising; Consumer Products; Technology

07 Dec 1999
Research & Ideas

Henry Heinz and Brand Creation in the Late Nineteenth Century

efficiently as possible. Increasing the company's product line was a potentially quick, inexpensive way to shape a nascent market for processed food. It was also a means, Heinz reasoned, of building the brand. In the 1870s, branding was a... View Details

Keywords: by Nancy F. Koehn

23 Apr 2001
Research & Ideas

Brand Power from Wedgwood to Dell: Part Two

decades mixing and selling skin care formulas before she undertook to build a national market for her products. Howard Schultz did not grow up drinking specialty coffee, but as soon as he was introduced to the business, he learned as much... View Details

Keywords: by Martha Lagace

August 2013 (Revised July 2014)
Case

Coffee Wars in India: Café Coffee Day Takes On the Global Brands

By: David B. Yoffie and Tanya Bijlani

Café Coffee Day (CCD) is contemplating how to respond to the entry of Starbucks into the Indian coffee chain market. The case study describes the emergence of CCD as the leading coffee chain in India, with over 1,400 cafes in India. In early 2013, Starbucks, the... View Details

Keywords: Strategy; Competitors; Competition; Market Entry and Exit; Retail Industry; India

11 Mar 2019
Research & Ideas

Branding Sells Cereal, Handbags, and Vacations. Can It Sell a Country?

world stage. Armed with a $74 million branding fund, the President’s Council on Nation Branding began a multiprong effort in 2009 to position South Korea as an important global... View Details

Keywords: by Danielle Kost; Tourism

August 2011
Supplement

John Fahey, President and CEO of National Geographic Society, In-Class Comments, 2/11/11

By: David Garvin

In January 2010, John Fahey, president, CEO, and chairman of the board of trustees' executive committee of the Washington, D.C.-based National Geographic Society (NGS), must decide how best to organize the 121-year old mission-driven organization for a world of... View Details

Keywords: Transformation; Leadership Style; Business or Company Management; Brands and Branding; Sales; Environmental Sustainability; Business Strategy; Web Sites; Publishing Industry; Washington (state, US)

August 2011
Supplement

An Interview with John Fahey, President and CEO of National Geographic Society

By: David Garvin

In January 2010, John Fahey, president, CEO, and chairman of the board of trustees' executive committee of the Washington, D.C.-based National Geographic Society (NGS), must decide how best to organize the 121-year old mission-driven organization for a world of... View Details

Keywords: Transformation; Leadership Style; Business or Company Management; Brands and Branding; Problems and Challenges; Sales; Natural Environment; Business Strategy; Web Sites

January 2020 (Revised April 2020)
Teaching Note

Brandless: Disrupting Consumer Packaged Goods

By: Jill Avery

Brandless, an online direct-to-consumer seller of upscale private-label consumer packaged goods (CPG), offered consumers a limited assortment of values-conscious products delivered directly to their homes with the simplicity of one fixed $3.00 price point that promised... View Details

Keywords: Brand; Brand Management; DTC; Private Label; Groceries; Packaged Food; Personal Care; Startups; Retailing; Amazon; Brands and Branding; Marketing; Marketing Strategy; Business Startups; Disruption; E-commerce; Consumer Products Industry; Retail Industry; United States

November 2017 (Revised October 2018)
Case

Brandless: Disrupting Consumer Packaged Goods

By: Jill Avery

Brandless, an online direct-to-consumer seller of upscale private-label consumer packaged goods, offered consumers a limited assortment of values-conscious products delivered directly to their homes with the simplicity of one fixed $3 price point that promised an... View Details

04 May 2016
What Do You Think?

What Does Boaty McBoatface Tell Us About Brand Control on the Internet?

When Should Control Over a Brand Be Ceded to the Public? The verdict is in. Our hardly scientific poll has endorsed the name of Boaty McBoatface for the new research vessel being commissioned by the UK’s View Details

Keywords: by James Heskett; Advertising

January 2016
Case

COFCO

By: David E. Bell and Natalie Kindred

In 2015, COFCO, China's state-owned agribusiness giant, was working to protect China's food security (a key national security priority) by extending its control of the global food system through overseas acquisitions. At the same time, COFCO sought to grow its market... View Details

November 1983 (Revised May 1990)
Case

Procter & Gamble Co. (B)

By: John A. Quelch

The brand assistant on H-80, a new light duty liquid detergent, has to develop a year-one national promotion plan for the new product. Illustrates one of the important tasks of a Procter & Gamble brand assistant and provides substantial information on different types... View Details

Keywords: Advertising; Product Launch; Product Marketing; Brands and Branding; Consumer Products Industry; United States

September 1991 (Revised August 1996)
Case

Procter & Gamble Co., The: Lenor Refill Package

By: John A. Quelch

The assistant brand manager for Lenor, Procter & Gamble Germany's fabric softener brand, was preparing a presentation on the national launch of an environmentally friendly refill package. View Details

Keywords: Multinational Firms and Management; Environmental Sustainability; Product Launch; Brands and Branding; Consumer Products Industry; Germany; United States

June 1999 (Revised December 2003)
Case

Snapple

By: John A. Deighton

Tells the story of Snapple's rise and fall, and poses the question "Can it recover?" Many soft-drink brands flourished in the 1980s serving New York's Yuppies, but only Snapple made the big time. It went from local to national success and was poised to go international... View Details

Keywords: Strategic Planning; Industry Growth; Failure; Brands and Branding; Food and Beverage Industry

February 2003
Case

UNICEF

By: John A. Quelch

In September 2002, Marjorie Newman-Williams, director of communication for UNICEF, is poised to present the results of a two-year rebranding process at the annual meeting of the national committee heads. This case describes the organization and highlights the... View Details

Keywords: Strategy; Nonprofit Organizations; Brands and Branding

July 2019
Case

LaCroix Sparkling Water

By: Tomomichi Amano, Das Narayandas and Kerry Herman

Launched in 1981 as an “all occasion” sparkling water brand, LaCroix Sparkling Water has had a number of ups and downs as a brand. After being purchased by National Beverage in 1996, the brand was re-positioned as a new, colorful, fun alternative to the other sparkling... View Details

Keywords: Brands and Branding; Organizational Change and Adaptation; Industry Structures; Food and Beverage Industry

July 2019
Case

LaCroix Sparkling Water (Abridged)

By: Tomomichi Amano, Das Narayandas and Kerry Herman

Launched in 1981 as an “all occasion” sparkling water brand, LaCroix Sparkling Water has had a number of ups and downs as a brand. After being purchased by National Beverage in 1996, the brand was repositioned as a new, colorful, fun alternative to the other sparkling... View Details

Keywords: Brands and Branding; Organizational Change and Adaptation; Industry Structures; Food and Beverage Industry