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      Brand StrategyRemove Brand Strategy →

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      • February 2008 (Revised April 2009)
      • Case

      Citigroup: Re-Branding in 2007 (A)

      By: Rohit Deshpandé and Carin-Isabel Knoop
      With its history of growth through acquisition, Citigroup has a conglomeration of sub-brands that need to be integrated and rationalized. Ajay Banga, CEO of Citi's Global Consumer Group International, chairs a task force to work through the process of re-branding the... View Details
      Keywords: Mergers and Acquisitions; Business Conglomerates; Customer Focus and Relationships; Globalization; Growth Management; Brands and Branding; Organizational Culture; Competitive Strategy; Financial Services Industry
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      Deshpandé, Rohit, and Carin-Isabel Knoop. "Citigroup: Re-Branding in 2007 (A)." Harvard Business School Case 508-010, February 2008. (Revised April 2009.)
      • February 2008
      • Teaching Note

      Innovation at Timberland: Thinking Outside the Shoe Box (TN)

      By: Rosabeth Moss Kanter and Matthew Bird
      Teaching Note for [306064]. View Details
      Keywords: Innovation and Invention; Organizational Culture; Sales; Customer Value and Value Chain; Brands and Branding; Expansion; Growth and Development Strategy; Apparel and Accessories Industry
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      Kanter, Rosabeth Moss, and Matthew Bird. "Innovation at Timberland: Thinking Outside the Shoe Box (TN)." Harvard Business School Teaching Note 308-099, February 2008.
      • February 2008 (Revised September 2008)
      • Case

      Indesit Company: Does Global Matter?

      By: Joseph L. Bower
      In 2007, the leadership of the Indesit Company is focused on long-term corporate strategy. After 3 decades, the company has emerged as the number 2 home appliance producer in Europe. Should they invest further to be number 1, or should they focus on the global market,... View Details
      Keywords: Decision Choices and Conditions; Global Strategy; Growth and Development; Business or Company Management; Brands and Branding; Markets; Problems and Challenges; Corporate Strategy; Consumer Products Industry
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      Bower, Joseph L. "Indesit Company: Does Global Matter?" Harvard Business School Case 308-071, February 2008. (Revised September 2008.)
      • February 2008
      • Article

      Blonde and Blue-eyed?: Globalizing Beauty, c.1945–c.1980

      By: Geoffrey Jones
      This article examines the globalization of the beauty industry between 1945 and 1980. The industry grew quickly. Firms employed marketing and marketing strategies to diffuse products and brands internationally, despite business, economic, and cultural obstacles to... View Details
      Keywords: Cross-Cultural and Cross-Border Issues; Globalized Markets and Industries; Product Marketing; Standards; Beauty and Cosmetics Industry
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      Jones, Geoffrey. "Blonde and Blue-eyed? Globalizing Beauty, c.1945–c.1980." Economic History Review 61, no. 1 (February 2008).
      • January 2008 (Revised December 2011)
      • Case

      Inner Mongolia Yili Group: China's Pioneering Dairy Brand

      By: Regina M. Abrami, William C. Kirby, F. Warren McFarlan and Tracy Yuen Manty
      Setting up the goal to become one of the top 20 enterprises in the world dairy industry by 2010, the Inner Mongolia Yili Group had ambitious plans. As one of China's biggest national dairy companies, its main challenge was competing as a local company against... View Details
      Keywords: Global Strategy; Globalized Markets and Industries; Growth and Development Strategy; Brands and Branding; Competition; Agriculture and Agribusiness Industry; China
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      Abrami, Regina M., William C. Kirby, F. Warren McFarlan, and Tracy Yuen Manty. "Inner Mongolia Yili Group: China's Pioneering Dairy Brand." Harvard Business School Case 308-052, January 2008. (Revised December 2011.)
      • January 2008
      • Case

      Lenovo: Building A Global Brand (Multimedia case)

      By: John A. Quelch and Carin-Isabel Knoop
      Announced in December 2004, the $1.75 billion acquisition of IBM's PC division by Lenovo, China's largest PC maker, made headlines around the world. A relative upstart in the business, Lenovo acquired the division of IBM that invented the PC in 1981. While Lenovo was... View Details
      Keywords: Marketing Strategy; Multinational Firms and Management; Information Infrastructure; Global Strategy; Acquisition; Brands and Branding; Manufacturing Industry; Computer Industry; China
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      Quelch, John A., and Carin-Isabel Knoop. "Lenovo: Building A Global Brand (Multimedia case)." Harvard Business School Multimedia/Video Case 508-703, January 2008.
      • January 2008
      • Case

      Procter & Gamble Brazil (A): 2 1/2 Turnarounds

      By: Rosabeth Moss Kanter and Matthew Bird
      Juliana Azevedo Schahin, a local marketing director for Procter & Gamble in Sao Paulo, had worked closely with Tarek Fahahat, a regional executive based in Caracas, to solve the growth and profitability problems of P&G Brazil. They did so through the creation of... View Details
      Keywords: Innovation and Management; Growth and Development Strategy; Brands and Branding; Demand and Consumers; Product Development; Organizational Change and Adaptation; Expansion; Consumer Products Industry; Caracas
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      Kanter, Rosabeth Moss, and Matthew Bird. "Procter & Gamble Brazil (A): 2 1/2 Turnarounds." Harvard Business School Case 308-081, January 2008.
      • January 2008 (Revised February 2011)
      • Case

      Club Atlético Boca Juniors

      By: Anita Elberse, Alberto Ballve and Gustavo Herrero
      Club Atlético Boca Juniors is the most popular soccer club in Argentina and one of the most decorated clubs in the world. Throughout its storied history, the club has recruited and developed dozens of star players. In his eleven years at Boca Juniors, president... View Details
      Keywords: Business Model; Talent and Talent Management; Globalized Markets and Industries; Brands and Branding; Marketing Strategy; Sports; Sports Industry; Argentina
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      Elberse, Anita, Alberto Ballve, and Gustavo Herrero. "Club Atlético Boca Juniors." Harvard Business School Case 508-056, January 2008. (Revised February 2011.)
      • January 2008 (Revised February 2010)
      • Case

      Chocolates El Rey

      By: Rohit Deshpandé, Gustavo Herrero and Regina Garcia-Cuellar
      In late November 2006, Jorge Redmond, CEO of Chocolates El Rey, called a meeting with senior management to discuss the company's growth strategy. A relatively small firm with sales of around $14 million, El Rey produced top quality chocolate made with single origin... View Details
      Keywords: Family Business; Globalized Markets and Industries; Growth and Development Strategy; Brands and Branding; Marketing Strategy; Segmentation; Agriculture and Agribusiness Industry; Food and Beverage Industry; Venezuela
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      Deshpandé, Rohit, Gustavo Herrero, and Regina Garcia-Cuellar. "Chocolates El Rey." Harvard Business School Case 508-052, January 2008. (Revised February 2010.)
      • January 2008
      • Article

      Innovation Killers: How Financial Tools Destroy Your Capacity to Do New Things

      By: Clayton M. Christensen, Stephen P. Kaufman and Willy C. Shih
      Most companies aren't half as innovative as their senior executives want them to be (or as their marketing claims suggest they are). What's stifling innovation? There are plenty of usual suspects, but the authors finger three financial tools as key accomplices.... View Details
      Keywords: Investment; Innovation and Management; Growth and Development Strategy; Business and Shareholder Relations; Prejudice and Bias; Value Creation
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      Christensen, Clayton M., Stephen P. Kaufman, and Willy C. Shih. "Innovation Killers: How Financial Tools Destroy Your Capacity to Do New Things." Special Issue on HBS Centennial. Harvard Business Review 86, no. 1 (January 2008).
      • January 2008
      • Article

      The Value of a Broader Product Portfolio

      By: Bharat Anand
      The mantra "Every product must stand on its own bottom line" may no longer be the one to chant. Nowadays, broadening your portfolio can increase both your chances of a big win and the benefit your other products can get from a hit's popularity. View Details
      Keywords: Brands and Branding; Product Development; Expansion; Value Creation
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      Anand, Bharat. "The Value of a Broader Product Portfolio." Special Issue on HBS Centennial. Harvard Business Review 86, no. 1 (January 2008): 20.
      • December 2007 (Revised April 2008)
      • Case

      Alltech...naturally

      By: David E. Bell and Mary L. Shelman
      Entrepreneur Pearse Lyons had built Alltech into the fastest growing company in the global animal health industry through innovative technology, creative marketing, and strong branding. Sel-Plex, a proprietary Alltech product, had shown important health benefits for... View Details
      Keywords: Brands and Branding; Leadership Development; Customer Focus and Relationships; Expansion; Technological Innovation; Intellectual Property; Sales; Value Creation; Business Model; Growth and Development Strategy; Health Industry
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      Bell, David E., and Mary L. Shelman. "Alltech...naturally." Harvard Business School Case 508-033, December 2007. (Revised April 2008.)
      • December 2007 (Revised October 2008)
      • Case

      Real Madrid Club de Fútbol in 2007: Beyond the Galácticos

      By: Anita Elberse and John A. Quelch
      On June 17, 2007, Real Madrid sealed its first Spanish league championship under new president Ramon Calderon, ending an unprecedented title drought. Real Madrid had seen a significant growth in revenues and now was the world's biggest soccer club and among the largest... View Details
      Keywords: Talent and Talent Management; Risk Management; Brands and Branding; Marketing Strategy; Sports; Sports Industry
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      Elberse, Anita, and John A. Quelch. "Real Madrid Club de Fútbol in 2007: Beyond the Galácticos." Harvard Business School Case 508-060, December 2007. (Revised October 2008.)
      • November 2007 (Revised April 2008)
      • Case

      Russian Standard

      By: Rohit Deshpande and Seth Schulman
      In September 2006, Russian billionaire Roustam Tariko, founder and owner of Russian Standard, needed to develop a strategy for introducing Russia's most popular brand of premium vodka (RSO) to American consumers. In the past year, he had introduced Imperia, the firm's... View Details
      Keywords: Brands and Branding; Marketing Strategy; Product Positioning; Food and Beverage Industry; Russia; United States
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      Deshpande, Rohit, and Seth Schulman. "Russian Standard." Harvard Business School Case 508-053, November 2007. (Revised April 2008.)
      • October 2007
      • Case

      Colgate Max Fresh: Global Brand Roll-Out

      By: John A. Quelch
      In February 2005, Nigel Burton, in his third year as president of global oral care at Colgate-Palmolive Company (CP), had every reason to feel optimistic. Worldwide market shares were strong and Colgate Max Fresh (CMF), a new toothpaste that had helped drive Colgate to... View Details
      Keywords: Marketing Strategy; Product Launch; Global Strategy; Brands and Branding; Consumer Products Industry; Health Industry; China; Mexico
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      Quelch, John A., and Jacquie Labatt-Randle. "Colgate Max Fresh: Global Brand Roll-Out." Harvard Business School Case 508-009, October 2007.
      • October 2007 (Revised March 2008)
      • Case

      Dove: Evolution of a Brand

      By: John A. Deighton
      Examines the evolution of Dove from functional brand to a brand with a point of view after Unilever designated it as a masterbrand, and expanded its portfolio to cover entries into a number of sectors beyond the original bath soap category. The development causes the... View Details
      Keywords: History; Expansion; Marketing Strategy; Social Marketing; Digital Marketing; Brands and Branding; Consumer Products Industry; Beauty and Cosmetics Industry
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      Deighton, John A. "Dove: Evolution of a Brand." Harvard Business School Case 508-047, October 2007. (Revised March 2008.) (request a courtesy copy.)
      • October 2007 (Revised November 2007)
      • Case

      Barclays Global Investors and Exchange Traded Funds

      By: Luis M. Viceira and Alison Berkley Wagonfeld
      Provides an overview of the Exchange Traded Funds (EFT) industry and highlights the leadership role that Barclays Global Investors (BGI) has played in this developing asset class. BGI launched its first ETFs under the iShares brand name in 2000, and by mid-2007 BGI was... View Details
      Keywords: History; Venture Capital; Asset Management; Stocks; Investment Funds; Leading Change; Expansion; Competitive Strategy; Capital Markets; Global Strategy; Financial Strategy; Banking Industry; Financial Services Industry; Asia; Europe
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      Viceira, Luis M., and Alison Berkley Wagonfeld. "Barclays Global Investors and Exchange Traded Funds." Harvard Business School Case 208-033, October 2007. (Revised November 2007.)
      • June 2007 (Revised January 2008)
      • Case

      BBC Worldwide: Global Strategy

      By: John A. Quelch and Carin-Isabel Knoop
      In January 2007, John Smith, chief executive officer of BBC Worldwide (BBC WW), the commercial arm of the British Broadcasting Corporation (BBC), was preparing to meet with his senior managers to discuss BBC WW's global strategy options. BBC WW exploited and exported... View Details
      Keywords: Global Strategy; Brands and Branding; Marketing Channels; Expansion; Internet; Media and Broadcasting Industry; Great Britain
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      Quelch, John A., and Carin-Isabel Knoop. "BBC Worldwide: Global Strategy." Harvard Business School Case 507-034, June 2007. (Revised January 2008.)
      • May 2007
      • Case

      Westin Hotels and Resorts: Operations of a Lifestyle Experience

      By: Frances X. Frei, Chekitan S. Dev and Laure Mougeot Stroock
      Westin Hotels and Resorts adopted a new "lifestyle" brand strategy which provided guests with a new service experience. The dilemma Westin faced was how to operationally build a brand that delivered consistent service on intangible values. View Details
      Keywords: Customer Relationship Management; Decision Choices and Conditions; Growth Management; Brands and Branding; Service Operations; Value Creation; Tourism Industry
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      Frei, Frances X., Chekitan S. Dev, and Laure Mougeot Stroock. "Westin Hotels and Resorts: Operations of a Lifestyle Experience." Harvard Business School Case 607-129, May 2007.
      • April 2007 (Revised June 2008)
      • Background Note

      AmorePacific

      By: Elie Ofek and Kerry Herman
      Describes the dominant firm in the Korean cosmetics market up to the mid-2000s. Gives background on AmorePacific's historical evolution, its current brands, and the competition it faces from local and international players. Also provides information on the market... View Details
      Keywords: History; Competition; Distribution Channels; Brands and Branding; Beauty and Cosmetics Industry; South Korea
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      Ofek, Elie, and Kerry Herman. "AmorePacific." Harvard Business School Background Note 507-070, April 2007. (Revised June 2008.)
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