Brands And Branding - Publications - Faculty & Research

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

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November 2014
Case

Taryn Rose Launches Dresr: Street Marketing a Luxury Brand

By: Lena G. Goldberg, Marcel Saucet and Christine Snively

Serial entrepreneur and shoe designer Taryn Rose, M.D., prepared to launch a new e-commerce platform, Dresr, which would connect shoppers with tastemakers online. Dresr would bring the service element found in brick and mortar luxury stores into the online shopping... View Details

Keywords: E-commerce; Online Platforms; Online Marketing; Footwear; Legal Aspects Of Business; Street Marketing; Entrepreneurship; Internet and the Web; Luxury; Marketing Strategy; Digital Platforms; Legal Liability; Fashion Industry; Technology Industry

Citation

Educators

21 Jul 2016
Cold Call Podcast

How Small Investors Can Bet Big on Brands They Love

Keywords: Re: Luis M. Viceira; Financial Services

2008
Blog

Harvard Business Online—Marketing Know:How: How Olympics Branding Is Shaping China

By: John A. Quelch

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2007
Blog

Harvard Business Online—Marketing Know:How: How to Build A Global Brand

By: John A. Quelch

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2015
Book

Strong Brands, Strong Relationships

By: Susan Fournier, Michael Breazeale and Jill Avery

From the editorial team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a collection of innovative research and management insights that build upon the foundations of... View Details

Keywords: Brand Building; Brand Management; CRM; Marketing; Brands and Branding; Marketing Communications; Advertising; Customer Relationship Management; Customer Focus and Relationships; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry

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17 Oct 2019
News

Marc Farrell (MBA 2010) on Creating a Contemporary Caribbean Brand

May 2011
Article

Underdog Branding: Why Underdogs Win in Recessions

By: Neeru Paharia, Anat Keinan and Jill Avery

Underdog stories about overcoming great odds through passion and determination are particularly resonant during difficult times as they inspire us and give us hope when the outlook we face is bleak. They promise that success is still possible, a much needed message in... View Details

Keywords: Marketing; Brand Building; Brand Management; Brand Positioning; Competitive Positioning; Brands and Branding; Economics; Marketing Communications; Marketing Strategy; Advertising Campaigns; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry

Citation

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28 Mar 2016
News

The Alum Building a Brand New City in Panama

experience—bought the base and began building a new city. “It was a white canvas to develop from the beginning,” Gilinski told Forbes. Today, nearly 1,000 buildings stand in Panama Pacifico—a property five times the size of Central Park,... View Details

2007
Blog

Harvard Business Online—Marketing Know:How: How Brand China Can Succeed

By: John A. Quelch

Citation

Read Now

September 1984
Teaching Note

Henkel Corp.: International Sealants Brand SISTA (A), Teaching Note

By: Robert J. Dolan

Teaching Note for (9-585-099). View Details

Citation

10 Aug 2008
News

Brands act local to woo a billion Chinese consumers

06 Apr 2010
News

Brand Obama A Hit Abroad, But What About Loyalty?

September 2008
Teaching Note

Ben & Jerry's: Preserving Mission & Brand within Unilever (TN)

By: James E. Austin

Teaching Note for [306037]. View Details

Keywords: Consumer Products Industry

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12 Sep 2016
News

What Brands Can Do to Monitor Factory Conditions of Suppliers

20 Jul 2016
News

The Woman Behind One of Africa’s Leading Food Brands

28 Oct 2021
News

The Toxic Effects of Branding Your Workplace a “Family”

17 May 2010
News

Don't Make These Mistakes with Your Online Brand Community

30 Jan 2025
News

Leaving X Can Be a Tricky Decision for Brands

November 2010
Article

Capitalizing on the Underdog Effect

By: Anat Keinan, Neeru Paharia and Jill Avery

This article presents the results of a study that investigated the use of the underdog effect in marketing. The idea of triumphing over disadvantages by impassioned determination is said to be a powerfully positive image, which can lead consumers to choose a brand over... View Details