Brands And Branding - Publications - Faculty & Research

21 Feb 2015
News

The making of Hillary 5.0: Marketing wizards help re-imagine Clinton brand

01 Oct 2024
News

Building Your Personal Brand with Harvard Business School Professor Jill Avery

1994
Chapter

Using the Zaltman Metaphor Elicitation Technique to Understand Brand Images

By: R. Higie and G. Zaltman

Keywords: Brands and Branding; Research

Citation

03 Jul 2018
News

How a Passion for Travel Built a $43 Million Fashion Brand

than Tennessee, but I felt at home,” Rawdon told Forbes online. “After that trip I set my mind to travel.” In 2002, that passion was a strong factor in Rawdon’s decision to co-found Tea Collection, a children’s clothing brand that draws... View Details

February 2022
Case

Toraya

By: Lauren Cohen and Akiko Kanno

Mitsuharu Kurokawa was the 18th generation leader of a family firm that produced and sold premium Japanese sweets, Toraya Confectionery Co., Ltd. He had succeeded the business from his father, Mitsuhiro Kurokawa who had led the firm for thirty years. Mitsuharu was... View Details

Keywords: Branding; Luxury Brand; Succession; Family Business; Management Succession; Brands and Branding; Luxury; Marketing; Expansion; Globalization; Innovation and Invention; Customer Satisfaction; Food and Beverage Industry; Food and Beverage Industry; Japan

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Article

The Upside to Large Competitors

By: Neeru Paharia, Anat Keinan and Jill Avery

Large companies are often viewed as a major threat for startups and small companies; big companies have more financial resources and greater scale, market power, and brand awareness than small ones. However, our research finds that a smaller brand can actually benefit... View Details

Keywords: Brand Management; Competition; Marketing; Brands and Branding; Marketing Strategy; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; United States

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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

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... View Details

Keywords: by Michael Blanding

August 2013 (Revised July 2014)
Case

Coffee Wars in India: Café Coffee Day Takes On the Global Brands

By: David B. Yoffie and Tanya Bijlani

Café Coffee Day (CCD) is contemplating how to respond to the entry of Starbucks into the Indian coffee chain market. The case study describes the emergence of CCD as the leading coffee chain in India, with over 1,400 cafes in India. In early 2013, Starbucks, the... View Details

Keywords: Strategy; Competitors; Competition; Market Entry and Exit; Retail Industry; India

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18 Jun 2024
Cold Call Podcast

How Natural Winemaker Frank Cornelissen Innovated While Staying True to His Brand

Keywords: Re: Tiona W. Zuzul; Food & Beverage; Agriculture & Agribusiness

2009
Blog

Harvard Business Online—Marketing Know:How: How Michael Jackson Became a Brand Icon

By: John A. Quelch

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29 Nov 2018
News

Unilever Names New CEO as Big Brands Regroup, Tackling Consumer Shift

December 2019 (Revised June 2025)
Case

Mãe Terra and Unilever (A)

By: Lynn S. Paine, Ruth Costas and Priscilla Zogbi

The case concerns the sale of Mãe Terra, one of Brazil's leading brands for packaged organic foods, to the consumer goods giant Unilever in 2017. Working with Unilever management, Mãe Terra’s CEO Alexandre Borges must determine whether and how to keep Mãe Terra's B... View Details