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      Brand StrategyRemove Brand Strategy →

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      • January 2010
      • Teaching Note

      Transforming ASUSTeK: Breaking from the Past (TN)

      By: Willy C. Shih
      Teaching Note for [610041]. View Details
      Keywords: Information Infrastructure; Transformation; Contracts; Production; Product Design; Customers; Competition; Management Practices and Processes; Value; Performance Effectiveness; Brands and Branding; Disruptive Innovation; Computer Industry; Electronics Industry
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      Shih, Willy C. "Transforming ASUSTeK: Breaking from the Past (TN)." Harvard Business School Teaching Note 610-047, January 2010.
      • 2010
      • Article

      The Strategic Use of Brand Biographies

      By: Jill Avery, Neeru Paharia, Anat Keinan and Juliet Schor
      We introduce the concept of a brand biography to describe an emerging trend in branding in which firms author a dynamic, historical account of the events that have shaped the brand over time. Using a particular type of brand biography, "the underdog," we empirically... View Details
      Keywords: Marketing; Brands; Brand Management; Brand Building; Brand Positioning; Competitive Positioning; Marketing Strategy; Brands and Branding; Managerial Roles; Strategy; Product Positioning; Consumer Behavior; Biography; Success; Perception; Markets; Power and Influence; Consumer Products Industry; Beauty and Cosmetics Industry; Apparel and Accessories Industry; Auto Industry; Fashion Industry; Food and Beverage Industry
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      Avery, Jill, Neeru Paharia, Anat Keinan, and Juliet Schor. "The Strategic Use of Brand Biographies." Research in Consumer Behavior 12 (2010): 213–230.
      • December 2009
      • Case

      TruEarth Healthy Foods: Market Research for a New Product Introduction

      By: V. Kasturi Rangan and Sunru Yong
      Topics covered include: consumer marketing, market research, new product introduction, and quantitative analysis. TruEarth Healthy Foods, a maker of gourmet pastas, sauces, and meals, wants to build on its successful introduction of fresh whole grain pasta by... View Details
      Keywords: Market Research; Consumer Marketing; Brands; Food; Marketing Strategy; Consumer Behavior; Forecasting and Prediction; Product Launch; Brands and Branding; Retail Industry; Food and Beverage Industry
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      Rangan, V. Kasturi, and Sunru Yong. "TruEarth Healthy Foods: Market Research for a New Product Introduction." Harvard Business School Brief Case 094-065, December 2009.
      • December 2009 (Revised June 2010)
      • Case

      Ebro Puleva

      By: David E. Bell, Antonio Garcia de Castro, Rocio Reina Paniagua and Mary Louise Shelman
      Once Spain's largest sugar company, Ebro Puleva has been transformed through a series of international acquisitions into the world's largest package rice company and second largest pasta company. In 2009, Chairman Antonio Hernandez Callejas must decide how to proceed... View Details
      Keywords: Mergers and Acquisitions; Financial Crisis; Globalized Firms and Management; Leadership; Growth and Development Strategy; Brands and Branding; Consumer Behavior; Agriculture and Agribusiness Industry; Retail Industry; Spain
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      Bell, David E., Antonio Garcia de Castro, Rocio Reina Paniagua, and Mary Louise Shelman. "Ebro Puleva." Harvard Business School Case 510-026, December 2009. (Revised June 2010.)
      • November 2009
      • Teaching Note

      HTC Corp. in 2009 (TN)

      By: David B. Yoffie
      Teaching Note for [709466]. View Details
      Keywords: Competition; Decisions; Brands and Branding; Customer Value and Value Chain; Telecommunications Industry; Taiwan
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      Yoffie, David B. "HTC Corp. in 2009 (TN)." Harvard Business School Teaching Note 710-427, November 2009.
      • November 2009 (Revised December 2009)
      • Case

      DaChan Food (Asia) in China

      By: Ray A. Goldberg and David Lane
      DaChan Food in China is providing leadership in the quality, health, and environmental needs of the Chinese consumer as poultry consumption increases there. Continuing to provide that leadership as global and national competition increase becomes more and more... View Details
      Keywords: Agribusiness; Food; Leadership Development; Demand and Consumers; Brands and Branding; Competitive Strategy; Vertical Integration; Agriculture and Agribusiness Industry; Food and Beverage Industry; China
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      Goldberg, Ray A., and David Lane. "DaChan Food (Asia) in China." Harvard Business School Case 910-401, November 2009. (Revised December 2009.)
      • November 2009
      • Case

      VF Brands: Global Supply Chain Strategy

      By: Gary P. Pisano and Pamela Adams
      This case examines VF Brands global supply chain strategy. Historically, VF has used a combination of in-house manufacturing and traditional arms-length sourcing arrangements. At the time of the case, the company is considering a third approach to supplier relations... View Details
      Keywords: Global Strategy; Logistics; Supply Chain Management; Partners and Partnerships; Cooperation; Vertical Integration; Apparel and Accessories Industry
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      Pisano, Gary P., and Pamela Adams. "VF Brands: Global Supply Chain Strategy." Harvard Business School Case 610-022, November 2009.
      • 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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      McFarlan, F. Warren. "Inner Mongolia Yili Group: China's Pioneering Dairy Brand (TN)." Harvard Business School Teaching Note 310-051, October 2009.
      • September 2009
      • Case

      Culinarian Cookware: Pondering Price Promotion

      By: John A. Quelch and Heather Beckham
      In November of 2006, senior executives at Culinarian Cookware were debating the merits of price promotions for the company's premium cookware products. The VP of Marketing, Donald Janus, and Senior Sales Manager, Victoria Brown, had different views. Janus felt price... View Details
      Keywords: Profitability Analysis; Consumer Marketing; Brand Equity; Pricing Policies; Sales Promotions; Small & Medium-sized Enterprises; Decisions; Goals and Objectives; Price; Marketing Strategy; Consumer Behavior; Management Teams; Sales; Brands and Branding; Consumer Products Industry
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      Quelch, John A., and Heather Beckham. "Culinarian Cookware: Pondering Price Promotion." Harvard Business School Brief Case 094-057, September 2009.
      • June 2009
      • Case

      Manchester Products: A Brand Transition Challenge

      By: John A. Quelch and Heather Beckham
      In January of 2005, Manchester Products Inc., a longtime leader in office furniture that only recently entered into the home furniture market, acquired Paul Logan's Furniture Division (PLFD). The acquisition of PLFD made Manchester an instant market leader in household... View Details
      Keywords: Acquisitions; Consumer Marketing; Brand Equity; Branding; Brands and Branding; Marketing Communications; Marketing Strategy; Mergers and Acquisitions; Retail Industry; Consumer Products Industry; United States
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      Quelch, John A., and Heather Beckham. "Manchester Products: A Brand Transition Challenge." Harvard Business School Brief Case 094-043, June 2009.
      • June 2009 (Revised November 2010)
      • Case

      HTC Corp. in 2009

      By: David B. Yoffie and Renee Kim
      Taiwan-based HTC Corp. had emerged as the world's fourth largest smartphone manufacturer by 2009. CEO Peter Chou was extremely proud of the remarkable achievements his company had made over the last 12 years since starting off as an unknown manufacturer of PDAs for... View Details
      Keywords: Global Strategy; Growth and Development Strategy; Brands and Branding; Product Positioning; Competitive Advantage; Mobile Technology; Telecommunications Industry; Taiwan
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      Yoffie, David B., and Renee Kim. "HTC Corp. in 2009." Harvard Business School Case 709-466, June 2009. (Revised November 2010.)
      • June 2009
      • Supplement

      F. William McNabb, Chairman, Vanguard Group, Interviewed by Professor John Quelch, April 2008

      By: John A. Quelch
      Professor John Quelch interviewed F. William McNabb, Chairman, Vanguard Group in April 2008 to review updates since the original case was published in 2004. View Details
      Keywords: Growth and Development Strategy; Brands and Branding; Marketing Strategy; Financial Services Industry; United States
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      Quelch, John A. "F. William McNabb, Chairman, Vanguard Group, Interviewed by Professor John Quelch, April 2008." Harvard Business School Video Supplement 509-730, June 2009.
      • June 2009
      • Supplement

      Mary Kay Inc.: Asian Market Entry (B)

      By: John A. Quelch
      By 2008, over half of Mary Kay Cosmetics' $2.8 billion sales were from outside the U.S. Sales from China exceeded $500 million in 2008 through over 450,000 beauty consultants. China was Mary Kay Cosmetics' second most important national market with revenues growing at... View Details
      Keywords: Global Strategy; Growth and Development Strategy; Brands and Branding; Emerging Markets; Market Entry and Exit; Beauty and Cosmetics Industry; Asia; China
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      Quelch, John A. "Mary Kay Inc.: Asian Market Entry (B)." Harvard Business School Supplement 509-067, June 2009.
      • May 2009 (Revised December 2009)
      • Case

      Reliance Baking Soda: Optimizing Promotional Spending

      By: John A. Quelch and Heather Beckham
      Reliance Baking Soda is Stewart Corporation's oldest and most established product. The new Domestic Brand Director needs to create a 2008 marketing budget that delivers a profit increase of 10% over 2007 levels. She must first evaluate the effectiveness of past... View Details
      Keywords: Communication Strategy; Quantitative Analysis; Consumer Marketing; Marketing Planning; Product Management; Sales Promotions; Program Budgeting; Marketing Strategy; Advertising; Product Marketing; Budgets and Budgeting; Sales; Consumer Products Industry
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      Quelch, John A., and Heather Beckham. "Reliance Baking Soda: Optimizing Promotional Spending." Harvard Business School Brief Case 094-127, May 2009. (Revised December 2009.)
      • April 2009 (Revised May 2010)
      • Case

      Urbi and the City Licensee Managers

      By: John D. Macomber and Regina Garcia-Cuellar
      A leading low income housing builder in Mexico decides which prospective new local partner best extends its advantages in managing twin production lines of homes and clients. URBI has built substantial competitive advantage in the technology and culture that matches... View Details
      Keywords: Mortgages; Government and Politics; Housing; Growth and Development Strategy; Brands and Branding; Market Entry and Exit; Production; Supply Chain; Organizational Culture; Franchise Ownership; Partners and Partnerships; Competitive Advantage; Real Estate Industry; China; India; Mexico; United States
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      Macomber, John D., and Regina Garcia-Cuellar. "Urbi and the City Licensee Managers." Harvard Business School Case 209-144, April 2009. (Revised May 2010.)
      • February 2009 (Revised June 2019)
      • Case

      Cleveland Clinic: Transformation and Growth 2015

      By: Michael E. Porter and Elizabeth O. Teisberg
      The Cleveland Clinic's health care services are internationally renowned for quality. In 2008, The Clinic began to restructure the organization into teams defined around patient needs, rather than traditional medical specialties. "Patients First!" takes shape as the... View Details
      Keywords: Health; Health Care Operations; Health Care Quality; Health Care; Strategy And Leadership; Strategy Development; Health Care and Treatment; Leading Change; Goals and Objectives; Growth and Development Strategy; Measurement and Metrics; Service Delivery; Organizational Change and Adaptation; Outcome or Result; Health Industry; Cleveland
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      Porter, Michael E., and Elizabeth O. Teisberg. "Cleveland Clinic: Transformation and Growth 2015." Harvard Business School Case 709-473, February 2009. (Revised June 2019.)
      • February 5, 2009
      • Comment

      In Praise of Marketing

      By: John A. Quelch
      Many dismiss marketing as manipulative, deceptive, and intrusive. Marketing, they argue, focuses too much of our attention on material consumption. More recently, Benjamin Barber, in his 2007 book Consumed, claims that marketing is "sucking up the air from every other... View Details
      Keywords: Marketing; Consumer Loyalty; Local Vs. Global Branding; Multi-national Brands; Misleading and Fraudulent Advertising; Customer Value and Value Chain; Customer Satisfaction; Globalized Economies and Regions; Cross-Cultural and Cross-Border Issues; Multinational Firms and Management; Globalized Markets and Industries; Brands and Branding; Marketing Communications; Marketing Strategy; Product Positioning
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      Quelch, John A. "In Praise of Marketing." Harvard Business School Working Knowledge (February 5, 2009).
      • January 2009 (Revised March 2010)
      • Case

      LeBron James

      By: Anita Elberse and Jeff McCall
      In 2005, to the astonishment of many sports industry insiders, superstar basketball player LeBron James fired his agent and established his own firm, LRMR, to handle all aspects of his business ventures and marketing activities and named his childhood friend Maverick... View Details
      Keywords: Talent and Talent Management; Compensation and Benefits; Brands and Branding; Marketing Strategy; Sports; Sports Industry
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      Elberse, Anita, and Jeff McCall. "LeBron James." Harvard Business School Case 509-050, January 2009. (Revised March 2010.)
      • January 2009
      • Case

      VOSS Artesian Water from Norway

      By: Youngme E. Moon, Gail J. McGovern, Daniela Beyersdorfer and Vincent Marie Dessain
      VOSS is a Norwegian bottled water company that produces one of the world's purest drinking waters, sold at an ultra-premium price in a sleek cylindrical glass bottle of minimalist design. In the U.S. (the company's primary market), VOSS's high-end brand presence is... View Details
      Keywords: Brands and Branding; Marketing Channels; Marketing Strategy; Product; Luxury; Food and Beverage Industry; Norway; United States
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      Moon, Youngme E., Gail J. McGovern, Daniela Beyersdorfer, and Vincent Marie Dessain. "VOSS Artesian Water from Norway." Harvard Business School Case 509-040, January 2009.
      • January 2009 (Revised February 2010)
      • Case

      Gucci Group in 2009

      By: David B. Yoffie and Renee Kim
      The Gucci Group had transformed itself into the world's third largest luxury retailer with multiple brands. The company had performed well even after the departure of star designer Tom Ford and former CEO Domenico De Sole. However, the challenging global economic times... View Details
      Keywords: Financial Crisis; Brands and Branding; Organizational Change and Adaptation; Luxury; Corporate Strategy; Apparel and Accessories Industry; Retail Industry
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      Yoffie, David B., and Renee Kim. "Gucci Group in 2009." Harvard Business School Case 709-459, January 2009. (Revised February 2010.)
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