Branding - Publications - Faculty & Research

March 1990
Article

The Effects of Brand Loyalty on Competitive Price Promotional Strategies

By: R. Lal, J. S. Raju and V. Srinivasan

Keywords: Brands and Branding; Competition; Strategy; Price

Drug copayment coupons to reduce patient cost-sharing have become nearly ubiquitous for high-priced brand-name prescription drugs. Medicare bans such coupons on the grounds that they are kickbacks that induce utilization, but they are commonly used by... View Details

March 2022
Teaching Note

Supreme: Remaining Cool While Pursuing Growth

By: Jill Avery and Sandrine Crener

Teaching Note for HBS Case No. 522-006. Following VF Corporation’s acquisition of cult streetwear brand Supreme, consumers and industry pundits were nervous that becoming part of a large, public corporation would put an end to Supreme’s slow and careful growth... View Details

Keywords: Cultural Branding; Marketing; Brands and Branding; Luxury; Growth Management; Consumer Products Industry; Fashion Industry; Retail Industry; United States

Citation

Purchase

January 2015 (Revised November 2016)
Case

La Martina: Leveraging Polo's Luxury Lifestyle

By: Anat Keinan, Maria Fernanda Miguel and Sandrine Crener

Founded in 1984 in Buenos Aires, Argentina, La Martina has grown from a high-end polo equipment company into a global fashion brand with operations in 56 countries. Polo, which is not only a sport but also a way of life, is at the core of the brand DNA. Polo is a... View Details

Citation

Educators

Purchase

14 Mar 2019
Cold Call Podcast

How Helena Rubinstein Used Tall Tales to Turn Cosmetics into a Luxury Brand

Keywords: Re: Geoffrey G. Jones; Beauty & Cosmetics

12 Sep 2016
Research & Ideas

What Brands Can Do to Monitor Factory Conditions of Suppliers

environmental standards in the United States and overseas. “I don’t think Nike or Levi’s relishes this role, but in the context of weak government regulatory regimes, it’s these companies’ brand reputations that are on the line when... View Details

Keywords: by Michael Blanding

20 Aug 2015
Blog Post

AVICII: REFLECTIONS ON MANAGING THE BRAND OF A GLOBAL SUPERSTAR

artists’ fanbase? This requires having relationships with all of the important gatekeepers in the industry: radio, Spotify, iTunes, YouTube, Vevo, press publications, blogs, and many more. Finally, I initiated a project to revamp the View Details

Keywords: Entertainment / Media / Sports