Brands And Branding - Publications - Faculty & Research

December 2019
Supplement

Mãe Terra and Unilever (B)

By: Lynn S. Paine, Ruth Costas and Mariana Cal

Unilever is making strides to integrate the operations of Mãe Terra—one of Brazil's leading brands for packaged organic foods—into its own structures, after acquiring the company in 2017. Mãe Terra’s CEO, Alexandre Borges, must decide whether to implement his original... View Details

Keywords: Brand Management; Sustainability; Mergers and Acquisitions; Mission and Purpose; Social Enterprise; Corporate Governance; Governing and Advisory Boards; Environmental Sustainability; Organizational Culture; Food and Beverage Industry; Food and Beverage Industry; Brazil; Latin America

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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

June 2009
Teaching Note

Manchester Products: A Brand Transition Challenge (Brief Case)

By: John A. Quelch and Heather Beckham

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October 2009
Teaching Note

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

By: F. Warren McFarlan

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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July 2008
Teaching Note

Hilton Hotels: Brand Differentiation through Customer Relationship Management (TN)

By: Lynda M. Applegate, Gabriele Piccoli and Chekitan Dev

Teaching Note for [809029]. View Details

Keywords: History; Strategy; Customer Relationship Management; Information Technology; System; Privatization; Brands and Branding; Accommodations Industry

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24 Apr 2014
News

Expanding the brand of the country’s largest magazine publisher

Ann S. Moore (MBA 1978), the first female chair and CEO of Time Inc., oversaw nearly 150 magazines and their brand extensions. During her tenure, she launched more magazines... View Details

News

How France’s Brand of Populism Differs from What Drove Brexit and Trump

10 Jun 2021
News

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

January 1994
Article

Out of Sight, Out of Mind: Pantry Stockpiling and Brand Usage Frequency

By: B. Wansink and R. Deshpande

Keywords: Brands and Branding

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21 Sep 2015
News

Caught! Impact of emission cheating on VW’s brand and future in US

04 Aug 2020
News

Glossier Built a Cult Brand and a Digital Community, but What’s Next?

06 Mar 2020
News

How Reader’s Digest Became a Digital-first Multimedia Brand

12 Feb 2025
Video

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

June 2015
Teaching Note

Warby Parker: Vision of a 'Good' Fashion Brand

By: Christopher Marquis

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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