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Show Results For
- All HBS Web
(654)
- People (2)
- News (215)
- Research (317)
- Multimedia (1)
- Faculty Publications (58)
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- 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
- 2014
- Working Paper
The Nobel Prize: A 'Heritage-based' Brand-oriented Network
By: Mats Urde and Stephen A. Greyser
Purpose — Understanding the Nobel Prize as a 'true' heritage brand in a networked situation and its management challenges, especially regarding identity and reputation.
Methodology — The Nobel Prize serves as an in-depth case study and is analysed within... View Details
Methodology — The Nobel Prize serves as an in-depth case study and is analysed within... View Details
Keywords: Nobel Prize; Heritage Brand; Brand Network; Networked Brand; Brand Within A Network; Brand Orientation; Brand Stewardship; Corporate Brand Identity; Reputation; Networks; Organizations; Philanthropy and Charitable Giving; Brands and Branding
Urde, Mats, and Stephen A. Greyser. "The Nobel Prize: A 'Heritage-based' Brand-oriented Network." Harvard Business School Working Paper, No. 15-010, August 2014.
- 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
Elberse, Anita, and David Moreno Vicente. "Paris Saint-Germain: Building One of the World's Top Sports Brands." Harvard Business School Case 521-006, July 2020. (Revised April 2022.)
- 18 May 2015
- Research & Ideas
Advertisers Get Serious About Playing With Their Brands
hard selling—and a great way to do that is to spend a little brand equity on playfulness to spark conversations. The Rules Of Play Marketing—in the form of the mish-mosh of online posting, uploading, commenting, and sharing on YouTube,... 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 National Environment Research... View Details
- January 2015
- Case
The Blonde Salad
By: Anat Keinan, Kristina Maslauskaite, Sandrine Crener and Vincent Dessain
In 2014, Chiara Ferragni, a globe-trotting founder of the world's most popular fashion blog The Blonde Salad, and Riccardo Pozzoli, her co-founder and business partner, had to decide how to best monetize her blog as well as her shoe line called the "Chiara Ferragni... View Details
Keywords: Social Media; Digital Influencers; Fashion Blogger; Brand Authenticity; Digital Marketing; Brands; Start-up; Fashion; Shoe; Chiara Ferragni; Celebrity Endorsement; Celebrity Management; Lifestyle Brand; Digital Brand; New Brand Development; Branding; Instagram; Online Followers; Fashion Blog; Marketing Partnerships; Brand Portfolio; Luxury Brand; Louis Vuitton; Dior; Designer Brands; Authenticity; Luxury; Blogs; Product Positioning; Commercialization; Consolidation; Brands and Branding; Entrepreneurship; Business Model; Fashion Industry; Apparel and Accessories Industry; Publishing Industry
Keinan, Anat, Kristina Maslauskaite, Sandrine Crener, and Vincent Dessain. "The Blonde Salad." Harvard Business School Case 515-074, January 2015.
- October 2021 (Revised September 2022)
- Case
GoPro: Becoming a Subscription Hero
By: Elie Ofek, Marco Bertini and Nicole Tempest Keller
In 2021, Nick Woodman, founder and CEO of GoPro, was reviewing the company’s subscription offering, considering whether to extend it beyond benefits that were directly related to the company’s iconic camera. Founded in 2002, GoPro had gained renown for its innovative... View Details
Keywords: Subscription Model; Pricing; Lifestyle Brands; Value Proposition; Business Model; Growth and Development Strategy; Marketing Strategy; Consumer Products Industry; California
Ofek, Elie, Marco Bertini, and Nicole Tempest Keller. "GoPro: Becoming a Subscription Hero." Harvard Business School Case 522-022, October 2021. (Revised September 2022.)
- June 17, 2016
- Comment
Companies Need to Start Marketing Security to Customers
By: John A. Quelch
Recent events in Orlando underscore an important marketing truth: consumer safety and security are mission critical. A popular nightclub, Pulse, known as a safe place for the LGBT community, is put out of business at least temporarily by a terrorist act. Not far away... View Details
Keywords: Consumer Safety; Public Safety; Brand Attraction; Risk Management; Safe Environment Benefit; Marketing Safety; Global Brands; Advertising; Change Management; Disruption; Volatility; Crime and Corruption; Customers; Music Entertainment; Animation Entertainment; Film Entertainment; Brands and Branding; Marketing Communications; Marketing Strategy; Product Marketing; Consumer Behavior; Problems and Challenges; Safety; Corporate Strategy; Business Strategy; Entertainment and Recreation Industry; Tourism Industry; Travel Industry; United States
Quelch, John A. "Companies Need to Start Marketing Security to Customers." Harvard Business School Working Knowledge (June 17, 2016). (Republished by Fortune.com as "What the Orlando Tragedies Can Teach Businesses" on June 20, 2016.)
- March 2020 (Revised May 2020)
- Case
Redefining Mogul
By: Ethan C. Rouen
Tiffany Pham taught herself to code and created a technology platform, Mogul, with the goal of providing girls and women around the world with information and opportunities. After several years Mogul had reached more than 146 million women around the world and had... View Details
Keywords: Women; Inclusion; Technology; Branding; Social Impact; Entrepreneurship; Internet and the Web; Information; Knowledge Dissemination; Gender; Diversity; Brands and Branding; Expansion; Strategy; Media; Personal Development and Career; Technology Industry; Media and Broadcasting Industry; United States
Serafeim, George, Ethan Rouen, and Sarah Gazzaniga. "Redefining Mogul." Harvard Business School Case 120-043, March 2020. (Revised May 2020.)
- July 2023
- Case
Crocs: Using Community-Centric Marketing to Make Ugly Iconic
By: Ayelet Israeli and Anne V. Wilson
In 2022, the Crocs Classic Clog was the best-selling item of clothing on Amazon, the brand was one of the fastest growing brands in the U.S., and global net revenue had increased to approximately $3.6 billion. By most accounts, Crocs had become the “it” shoe. Crocs... View Details
Keywords: Brands and Branding; Product Development; Growth and Development; Customer Value and Value Chain; Digital Marketing; Digital Strategy; Segmentation; Advertising; Consumer Products Industry; Apparel and Accessories Industry; United States
Israeli, Ayelet, and Anne V. Wilson. "Crocs: Using Community-Centric Marketing to Make Ugly Iconic." Harvard Business School Case 524-006, July 2023.
- January 1996 (Revised February 1997)
- Case
Exploring Brand-Person Relationships: Three Life Histories
The idea that "relationships" exist between consumers and products has implicitly occupied a central place in brand marketing thought and practice. Now as relational (one-on-one) marketing is said to be replacing transactional (mass) marketing as the dominant paradigm... View Details
Fournier, Susan M. "Exploring Brand-Person Relationships: Three Life Histories." Harvard Business School Case 596-093, January 1996. (Revised February 1997.)
- September 2008 (Revised October 2012)
- Case
Tong Lung Metal Industry Co., Ltd.
By: Willy C. Shih, Chintay Shih, Chen-Fu Chien, Ho Howard Yu and Yu-Shian Chiang
Develop its own branded line, or continue as an original design manufacturer (ODM)? Tung Lung Metal Industries Co. Ltd. is a Taiwanese maker of door lock hardware that is faced with the question of whether to continue to focus on its ODM business or start placing more... View Details
Keywords: Globalized Markets and Industries; Job Cuts and Outsourcing; Brands and Branding; Corporate Strategy; Industrial Products Industry; Taiwan
Shih, Willy C., Chintay Shih, Chen-Fu Chien, Ho Howard Yu, and Yu-Shian Chiang. "Tong Lung Metal Industry Co., Ltd." Harvard Business School Case 609-034, September 2008. (Revised October 2012.)
- Research Summary
Retail and the Internet
By: Rajiv Lal
The emergence of new technology, increasing number of new retail formats and the emphasis on store brands are contributing factors to enormous changes taking place in retailing. Rajiv Lal's work on the use of the Internet by retailers calls into question the... View Details
- June 1997 (Revised May 1998)
- Case
Exploring Brand-Person Relationships: Three Life Histories (Condensed)
The idea that "relationships" exist between consumers and products has implicitly occupied a central place in brand marketing thought and practice. Now as relational (one-on-one) marketing is said to be replacing transactional (mass) marketing as the dominant paradigm... View Details
Fournier, Susan M. "Exploring Brand-Person Relationships: Three Life Histories (Condensed)." Harvard Business School Case 597-091, June 1997. (Revised May 1998.)
- June 2008
- Case
Starbucks Coffee Company in the 21st Century
By: Nancy F. Koehn, Marya Lisl Hill-Popper Besharov and Katherine Miller
The case explores the opportunities and challenges confronting Starbucks in the early 21st century. For more than 15 years, Starbucks has grown swiftly and successfully, helping create a large, dynamic market for specialty coffee, building one of the world's most... View Details
Keywords: Business Model; Economy; Growth Management; Brands and Branding; Corporate Social Responsibility and Impact; Competition
Koehn, Nancy F., Marya Lisl Hill-Popper Besharov, and Katherine Miller. "Starbucks Coffee Company in the 21st Century." Harvard Business School Case 808-019, June 2008.
- March 2011
- Case
Terror at the Taj Bombay: Customer-Centric Leadership
By: Rohit Deshpande
On November 26, 2008, heavily armed terrorists launched a series of attacks throughout the western-Indian city of Mumbai (formerly Bombay). One of the locations attacked was the Taj Mahal Palace and Tower, which was occupied by the terrorists for over three days,... View Details
Keywords: Safety; Leadership; National Security; Service Delivery; Organizational Culture; Crisis Management; Customer Focus and Relationships; Brands and Branding; Accommodations Industry; Mumbai
Deshpande, Rohit. "Terror at the Taj Bombay: Customer-Centric Leadership." Harvard Business School Multimedia/Video Case 511-703, March 2011.
- 18 Sep 2017
- Research & Ideas
'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing
Seventeen years after the dawn of social media marketing, this medium continues to be an intriguing puzzle—a place where brands are investing more time and money, but are still struggling to determine what... View Details
- December 2023 (Revised February 2024)
- Case
21Seeds: Taking Shots at Breakout Growth
21Seeds, a female-founded flavor-infused tequila startup launched in 2019, had made inroads into the alcoholic beverage industry by focusing on an underserved consumer segment in spirits—women, primarily in their 30s and 40s, many of whom were moms—and by following a... View Details
Keywords: Mergers and Acquisitions; Business Startups; Growth and Development Strategy; Brands and Branding; Product Positioning; Distribution Channels; Sales; Food and Beverage Industry
Ofek, Elie, Julian De Freitas, Michael Moynihan, and Nicole Tempest Keller. "21Seeds: Taking Shots at Breakout Growth." Harvard Business School Case 524-008, December 2023. (Revised February 2024.)
- June 2018
- Case
Relax (Boston): Innovating and Growing an Entrepreneurial Business
By: Paul Marshall and Carole Carlson
The Relax case traces the history of a massage services company from its founding in 2007 to mid-2017, when it is considering the best strategy for growth and an acquisition. The company's owner and top managers wonder how the firm should reorganize to cope with the... View Details
Keywords: Growth and Development Strategy; Growth Management; Acquisition; Brands and Branding; Entrepreneurship; Organizational Design
Marshall, Paul, and Carole Carlson. "Relax (Boston): Innovating and Growing an Entrepreneurial Business." Harvard Business School Brief Case 918-523, June 2018.
- February 2007 (Revised March 2007)
- Case
Li Ning - Anything is Possible
A leading sporting goods company in China competes aggressively against global brands Nike and Adidas, with marketing strategies adapted to geographic segments. In the main cities, where competition takes place at a very conceptual level, Li Ning has chosen to adopt a... View Details
Keywords: Product Positioning; Competitive Strategy; Consumer Behavior; Global Strategy; City; Consumer Products Industry; Sports Industry; China
Wathieu, Luc R., Gao Wang, and Medha Samant. "Li Ning - Anything is Possible." Harvard Business School Case 507-024, February 2007. (Revised March 2007.)