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July 2022
Case

boAt Lifestyle

By: Rajiv Lal and Kairavi Dey

boAt began as a lifestyle brand in the consumer electronics category in 2016 with the aim of bringing affordable, durable, and fashionable audio products and accessories to millennials and Gen-Z customers in India. Born in 2016 with Amazon India as its only sales... View Details

Keywords: Marketing; Brands and Branding; Initial Public Offering; Digital Marketing; Product Development; Product Marketing; Business or Company Management; Electronics Industry; Consumer Products Industry; Web Services Industry; Asia; India

October 2015
Teaching Plan

The Coca-Cola Company's Case for Creative Transformation

By: Thales Teixeira

This Teaching Plan is to be used with the Video Case "The Coca-Cola Company's Case for Creative Transformation" (HBS No. 815-714) View Details

February 2017
Supplement

The De Beers Group: Exploring the Diamond Reselling Opportunity

By: Benjamin C. Esty, Daniel P. Gross and Lauren G. Pickle

In September 2014, Tom Montgomery (SVP of strategic initiatives at the De Beers Group) and his team launched a pilot program in the United States to explore the $1 billion diamond market for pre-owned (recycled) diamonds. According to Montgomery, the motivation for the... View Details

September 2001 (Revised June 2004)
Case

Cafe de Colombia

By: Rohit Deshpande and Alexandra de Royere

Discusses sustaining brand equity after a highly successful commodity-product branding ad campaign. View Details

Keywords: Globalization; Brands and Branding; Advertising Campaigns; Product; Goods and Commodities; Colombia

13 Nov 2013
Research & Ideas

Should Men’s Products Fear a Woman’s Touch?

really goes away. Since the dawn of advertising, retailers have made a point of marketing separate lines of branded products for men and women in many categories, even in cases where their functions are essentially the same. It's a... View Details

Keywords: by Carmen Nobel; Consumer Products; Food & Beverage; Auto

2010
Book

Beauty Imagined: A History of the Global Beauty Industry

By: Geoffrey Jones

The global beauty business permeates our lives, influencing how we perceive ourselves and what it is to be beautiful. The brands and firms that have shaped this industry, such as Avon, Coty, Estée Lauder, L'Oréal, and Shiseido, have imagined beauty for us. This book... View Details

Keywords: Globalized Markets and Industries; Brands and Branding; Industry Growth; Beauty and Cosmetics Industry

Find at Harvard

20 Aug 2014
Research & Ideas

Why the ALS Ice Bucket Challenge is a Social Media Blockbuster

than, press coverage. Selfies with Ford carried the incidental meaning that he was one of the people, a fun-loving regular guy. He began to make himself selfie-friendly. “The challenge that brands encounter is that their involvement could... View Details

Keywords: by John Deighton

June 2003
Case

In-N-Out Burger

By: Youngme E. Moon, Lucy Cummings, Sonali Sampat, Sam Thakarar and Kerry Herman

In-N-Out Burger is a fast-food chain with 171 company-owned locations in three states--California, Nevada, and Arizona. It has an extremely hardcore customer base and the company appears to be in good financial health. The primary issue in this case concerns expansion:... View Details

Keywords: Customer Relationship Management; Profit; Leadership Development; Brands and Branding; Product Marketing; Distribution; Expansion; Food and Beverage Industry; Arizona; California; Nevada

January 1996 (Revised February 1997)
Case

Exploring Brand-Person Relationships: Three Life Histories

The idea that "relationships" exist between consumers and products has implicitly occupied a central place in brand marketing thought and practice. Now as relational (one-on-one) marketing is said to be replacing transactional (mass) marketing as the dominant paradigm... View Details

Keywords: Consumer Behavior; Relationships; Brands and Branding

July 2011 (Revised April 2012)
Case

The Clorox Company: Leveraging Green for Growth

By: Elie Ofek and Lauren Barley

The Clorox Company needs to decide on the marketing strategy going forward for its three sustainable brands, Brita, Burt's Bees and Green Works. These brands had fared differently over the past 3 years and each presents multiple courses of action heading into 2011.... View Details

Keywords: Decision Making; Managerial Roles; Brands and Branding; Marketing Strategy; Social Marketing; Corporate Social Responsibility and Impact; Sales; Opportunities; Corporate Strategy; Environmental Sustainability; Chemical Industry; Food and Beverage Industry

January 2000
Case

Selecting a New Name for Security Capital Pacific Trust

A methodology for selecting a new corporate brand name is explored, highlighting different types of names, criteria and hurdles in securing new names, and legal implications. Brand identity consultancy Lippincott & Margulies guided a real estate investment trust... View Details

Keywords: Brands and Branding; Financial Services Industry

July 2021 (Revised September 2024)
Case

Supreme: Remaining Cool While Pursuing Growth

By: Jill Avery, Sandrine Crener, Marie-Cecile Cervellon and Ranjit Thind

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 trajectory as pressure for quarterly results... View Details

Keywords: Marketing; Brands and Branding; Luxury; Marketing Strategy; Consumer Behavior; Growth Management; Fashion Industry; Retail Industry; United States; North America

September 2023
Case

David Beckham (A)

By: Anita Elberse and David Moreno Vicente

In January 2022, superstar-athlete-turned-entrepreneur David Beckham is deciding on a proposal that has the potential to significantly change the trajectory of his business career: Authentic Brands Group (‘Authentic’) has offered to engage in a strategic partnership... View Details

Keywords: Joint Ventures; Decisions; Brands and Branding; Negotiation Offer; Partners and Partnerships; Sports

08 Jul 2019
Research & Ideas

Are Paywalls Saving Newspapers?

Media outlets large and small have adopted digital paywalls to augment dramatic declines in print revenues, but given their negative effect on website traffic (and, in turn, online advertising), are paywalls an effective sales strategy? A new study that incorporates... View Details

Keywords: by Kristen Senz; Journalism & News; Media & Broadcasting

26 Oct 2022
Research & Ideas

How Paid Promos Take the Shine Off YouTube Stars (and Tips for Better Influencer Marketing)

their findings in the newly updated working paper “Reputation Burning: Analyzing the Impact of Brand Sponsorship on Social Influencers.” They initiated the study because they were fascinated by the growing overlap between e-commerce and... View Details

Keywords: by Kara Baskin; Technology; Media & Broadcasting

September 1995 (Revised December 1997)
Case

Philip Morris: Marlboro Friday (A)

By: Alvin J. Silk and Bruce Isaacson

On April 2, 1993 Philip Morris USA launched an elaborate integrated program of consumer and retail promotions of unspecified duration that effectively slashed the retail price of its flagship brand, Marlboro, by 20% in the U.S. market. This program represented a major... View Details

Keywords: Competition; Price; Marketing Strategy; Market Participation; Brands and Branding; Consumer Products Industry; United States

February 1998 (Revised December 2000)
Case

Nantucket Nectars

By: Joseph B. Lassiter III, William A. Sahlman and Jon Biotti

The founders of Nantucket Nectars are trying to decide whether to sell their company. The case describes how the founders started the company and grew the Nantucket Nectars brand name. View Details

Keywords: Business Exit or Shutdown; Entrepreneurship; Brands and Branding; Food and Beverage Industry; United States

February 2023
Case

Roblox: Virtual Commerce in the Metaverse

By: Ayelet Israeli and Nicole Tempest Keller

In 2022, Roblox had 58.8 million daily active users, including over half of all children and teens under the age of 16 in the United States. Roblox, a free-to-use “co-experience platform”, allowed users to come together in immersive 3D experiences to socialize, work,... View Details

February 2019 (Revised September 2021)
Case

The a2 Milk Company

By: Benjamin C. Esty and Daniel Fisher

The a2 Milk Company (a2MC) became the most valuable company listed on the New Zealand stock exchange in 2018 by capitalizing on a biochemical discovery related to the protein composition of cow's milk. Because many people find the A1 protein difficult to digest, and... View Details

05 Mar 2012
Research & Ideas

Is JC Penney’s Makeover the Future of Retailing?

tough spot," Lal says. "If you ask people today what J.C. Penney stands for, you don't get a particularly compelling answer." Once a staple for everything from bed sheets to children's clothing, many shoppers now associate the 110-year-old View Details

Keywords: by Kim Girard; Retail

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