New Brand Development - Publications - Faculty & Research - Harvard Business School

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November 1996 (Revised September 1997)
Case

BancZero New Product Development

By: Marco Iansiti and Alberto Moel

The Mexico City office of a large U.S. bank is asked by clients to develop currency swaps, a derivative financial product. This case deals with the new product development process in financial services, and the problems and issues that are raised in product development... View Details

Keywords: Product Development; Banks and Banking; Financial Instruments; Situation or Environment; Problems and Challenges; Risk and Uncertainty; Volatility; Banking Industry; Mexico City; United States

June 2020
Teaching Note

Understanding the Brand Equity of Nestlé Crunch Bar

By: Jill Avery and Gerald Zaltman

Teaching Note for HBS Case Nos. 519-061 and 519-062. In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of twenty of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Under the... View Details

Keywords: Brand Management; Brand Storytelling; Brand Equity; Market Research; Qualitative Methods; Marketing; Brands and Branding; Marketing Communications; Consumer Behavior; Marketing Strategy; Food and Beverage Industry

November 2001
Case

Charles Schwab Corp.: Introducing A New Brand

By: Rajiv Lal and David Kiron

As the financial services industry converges, how should Charles Schwab, widely known as a discount brokerage firm, position its brand? This case presents elements of the company's overall brand strategy--including brand assets, choice of target audience, and media... View Details

Keywords: Growth and Development Strategy; Brands and Branding; Marketing Strategy; Financial Services Industry

April 2012 (Revised May 2012)
Case

EILEEN FISHER: Repositioning the Brand

By: Anat Keinan, Jill Avery, Fiona Wilson and Michael Norton

Well-established fashion brand Eileen Fisher has traditionally appealed to older women. However, to drive growth, Eileen Fisher's management team wants to target a younger demographic and has revamped its Fall product line to offer more fashionable styles to appeal to... View Details

Keywords: Marketing; Brand Management; Brand Positioning; Market Segmentation And Target Market Selection; Retailing; Fashion; Corporate Social Responsibility; Brands and Branding; Product Positioning; Segmentation; Social and Collaborative Networks; Growth and Development Strategy; Social Media; Retail Industry; Fashion Industry

January 2017
Teaching Note

The Park Hotels: Revitalizing an Iconic Indian Brand

By: Jill Avery and Chekitan S. Dev

Priya Paul, chairwoman of The Park Hotels, an award-winning portfolio of thirteen boutique hotels scattered across India, was in the midst of a brand revitalization program. Landor Associates, a leading brand consultancy, had identified three areas of concern: the... View Details

Keywords: Brand Management; Brand Positioning; Brand Portfolio Strategy; Brand Architecture; Brand Repositioning; Target Market; Hospitality; Hotel Industry; Marketing; Brands and Branding; Marketing Strategy; Service Delivery; Travel Industry; Service Industry; India; Asia

May 2017 (Revised August 2021)
Case

Mavi: Fashioning a Path to Brand Growth

By: Jill Avery and Gamze Yucaoglu

This case examines the strategic choices and business model with regards to branding at Mavi, a leading Turkish apparel retailer. The case is presented from the perspective of the company CEO and its global brand director who is also part owner. In 2015, Mavi had sales... View Details

August 2018 (Revised October 2020)
Case

Tailor Brands: Artificial Intelligence-Driven Branding

Using proprietary artificial intelligence technology, startup Tailor Brands set out to democratize branding by allowing small businesses to create their brand identities by automatically generating logos in just minutes at minimal cost with no branding or design skills... View Details

2015
Article

The Nobel Prize: The Identity of a Corporate Heritage Brand

By: Mats Urde and Stephen A. Greyser

Purpose—The purpose of this study is to understand the identity of the Nobel Prize as a corporate heritage brand and its management challenges.
Design/methodology/approach—An in-depth case study analysed within a heritage brand model and a corporate... View Details

Keywords: Nobel Prize; Brand Stewardship; Corporate Brand Identity; Corporate Heritage Brand; Heritage Brand Identity Process; Networked Brand; Organizations; Brands and Branding

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October 2023
Case

Kevin O'Leary: Building a Brand in Shark-infested Waters

By: Reza Satchu and Patrick Sanguineti

For more than fifteen years, successful Canadian entrepreneur and investor Kevin O’Leary had developed his brand into a global powerhouse. Since his first appearance on the Canadian television program Dragons’ Den in 2006 and his meteoric rise to stardom through the... View Details

Keywords: Personal Brand; Crisis; Brands and Branding; Entrepreneurship; Crisis Management; Social Media; Public Opinion; Power and Influence; Financial Services Industry

2016
Chapter

Luxury Branding Research: New Perspectives and Future Priorities

By: Anat Keinan, Sandrine Crener and Silvia Bellezza

Several major trends have changed the landscape for luxury brands. These shifts include the increasing role of technology (digital and mobile) as well as the use by consumers of alternative signals of status, such as wearing less prominently branded apparel, being less... View Details

Keywords: Luxury; Brands and Branding

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December 2017 (Revised March 2019)
Case

Armarium: Luxury Fashion Brands for Rent

By: Jill Avery, David Fubini, Natasha Dossa and Devon Stewart

Armarium, a two-sided online platform that offered consumers the opportunity to rent the most coveted, current season high fashion clothing and accessories from the top global luxury brands, had emerged from its first sales season with two distinct customer segments:... View Details

January 2019 (Revised October 2019)
Case

Glossier: Co-Creating a Cult Brand with a Digital Community

Glossier’s proclaimed strategy was “born from content; fueled by community.” The digital-first, direct-to-consumer beauty brand had experienced rapid growth, with sales up 600% in 2017 and a customer portfolio that grew by threefold. But, its founder, Emily Weiss, was... View Details

Article

The New New Product Development Game

By: Hirotaka Takeuchi and Ikujiro Nonaka

Keywords: Product; Research and Development

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01 Feb 2017
News

The Hot New Brand of Higher Education

March 1999 (Revised February 2001)
Background Note

New Product Development Imperative, The

By: Steven C. Wheelwright and Edward T Smith

Introduces students to the best practices for managing new product development projects. Includes concepts and tools related to structuring teams consistent with the project objectives as well as concepts and processes for improving project execution. View Details

Keywords: Management Practices and Processes; Product Development; Performance Improvement; Problems and Challenges; Groups and Teams

July 2020 (Revised January 2021)
Case

Pattern Brands

By: Sunil Gupta, Elie Ofek and Julia Kelley

In March 2020, direct-to-consumer (DTC) company Pattern Brands needed to decide how to allocate resources across its different brands. Pattern Co-Founders Nick Ling and Emmett Shine hoped to avoid the pitfalls faced by some DTC companies—such as inability to scale and... View Details

What Makes a Successful Celebrity Brand?

Celebrity endorsements of existing brands have been a part of marketing strategy for decades. But in a world where celebrities have built enormous social media followings and have become effective influencers, many stars are making a pivot: Instead of endorsing or... View Details

February 2024
Case

Adventures Inc: 21st Century Brand Building

By: Boris Groysberg and Sarah L. Abbott

Founded in 2020, Adventures worked with celebrities in Brazil to create and launch digitally native brands. The idea was to match the celebrity’s skill in creating content and entertaining fans with Adventures’ skill in consumer packaged goods marketing and operations.... View Details

Keywords: Digital Brand; Influencer Marketing; Growth And Scaling; Capital Constraints; Brand Portfolio Strategy; CPG; Start-up; Celebrity Endorsement; Digital Marketing; Growth and Development Strategy; Entrepreneurship; Advertising; Social Media; Business Startups; Joint Ventures; Brands and Branding; Brazil

November 1988
Case

Honeywell Residential Division: New Product Development

By: Steven C. Wheelwright

Describes three different product development efforts at the Residential Controls division of Honeywell, Inc. Each of the three projects was for a different market and competitive environment. Each was tackled in a somewhat different way within the Honeywell... View Details

Keywords: Product Development; Construction; Outcome or Result; Situation or Environment; Business Divisions; Product Design; Change Management; Construction Industry

August 1991
Background Note

Managing the New Product Development Process

By: Robert J. Dolan

Describes how the new product development program is most efficiently managed. View Details

Keywords: Product Development; Management

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