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  • January 2019
  • Supplement

Understanding the Brand Equity of Nestlé Crunch Bar (B): Data Analysis

By: Jill Avery and Gerald Zaltman
In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of 20 of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Luckily, an old consumer research study on the Nestlé Crunch Bar... View Details
Keywords: Brand Management; Market Research; Brand Positioning; Value Proposition; Consumer Products; Fast Moving Consumer Goods; Qualitative Methods; Zaltman Metaphor Elicitation Technique; ZMET; Data Analysis; Marketing; Marketing Strategy; Brands and Branding; Consumer Behavior; Marketing Communications; Analytics and Data Science; Analysis; Consumer Products Industry; Food and Beverage Industry; Advertising Industry; United States; North America; Italy
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Avery, Jill, and Gerald Zaltman. "Understanding the Brand Equity of Nestlé Crunch Bar (B): Data Analysis." Harvard Business School Supplement 519-062, January 2019.
  • Research Summary

Informing Brand Marketing Practice

Susan M. Fournier is involved with several projects relating more generally to brand managment issues. These include boardroom-level projects (with Professors Thomas Madden and Franke Fehle of the University of South Carolina, and sponsored by Interbrand) on the... View Details
  • March 2022 (Revised July 2022)
  • Teaching Note

Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences

By: Jill Avery
Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales... View Details
Keywords: Brand Management; Virtual Reality; Augmented Reality; B2B; E-commerce; Technology Platform; Marketing; Marketing Communications; Marketing Strategy; Brands and Branding; Digital Marketing; Internet and the Web; Growth Management; Customer Relationship Management; Customer Value and Value Chain; Social Media; Applications and Software; Digital Platforms; Advertising Industry; United States
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Avery, Jill. "Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences." Harvard Business School Teaching Note 522-065, March 2022. (Revised July 2022.)
  • 13 Mar 2005
  • Research & Ideas

The Tricky Business of Nonprofit Brands

Are brand management issues faced by a powerful for-profit company such as Toyota the same as those navigated by an international non-government organization (NGO) such as the Red Cross? Yes and no. In their new book, The New Global... View Details
Keywords: by Manda Salls
  • November 2008 (Revised August 2011)
  • Case

UnME Jeans: Branding in Web 2.0

By: Thomas J. Steenburgh and Jill Avery
This case introduces emerging Web 2.0 social media in virtual worlds, social networking sites, and video-sharing sites and encourages students to explore the opportunities and risks they present for brands. The case allows students to grapple with the strategic and... View Details
Keywords: Digital Marketing; Brands and Branding; Marketing Communications; Marketing Strategy; Consumer Behavior; Risk and Uncertainty; Social and Collaborative Networks; Internet and the Web; Apparel and Accessories Industry
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Steenburgh, Thomas J., and Jill Avery. "UnME Jeans: Branding in Web 2.0." Harvard Business School Case 509-035, November 2008. (Revised August 2011.)
  • September–October 2024
  • Article

How AI Can Power Brand Management

By: Julian De Freitas and Elie Ofek
Marketers have begun experimenting with AI to improve their brand-management efforts. But unlike other marketing tasks, brand management involves more than just repeatedly executing one specialized function. Long considered the exclusive domain of creative talent, it... View Details
Keywords: Creativity; AI and Machine Learning; Brands and Branding; Product Positioning; Customer Focus and Relationships
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De Freitas, Julian, and Elie Ofek. "How AI Can Power Brand Management." Harvard Business Review 102, no. 5 (September–October 2024): 108–114.
  • 13 Sep 2010
  • Research & Ideas

The Consumer Appeal of Underdog Branding

meaning of their lives, and they remain hopeful about achieving them, even when faced with obstacles. Many contemporary brand biographies contain underdog narratives. Product packaging, corporate Web sites, blogs, and marketing View Details
Keywords: by Martha Lagace
  • November 2018 (Revised February 2019)
  • Case

Israel at 70: Is it Possible to (re)Brand a Country?

By: Elie Ofek and Sarah Gulick
In the spring of 2018, Israel was set to celebrate its 70th anniversary. While there was much to rejoice in reaching this milestone, the country’s brand image internationally was far from ideal. Past efforts to impact perceptions of Israel, spearheaded by the Ministry... View Details
Keywords: Branding; Brand Management Of Places; Nation Branding; Brand Positioning; Public Diplomacy; Marketing Communication; Brands and Branding; Marketing Communications; Perception; Change; Israel
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Ofek, Elie, and Sarah Gulick. "Israel at 70: Is it Possible to (re)Brand a Country?" Harvard Business School Case 519-006, November 2018. (Revised February 2019.)
  • September 1998 (Revised May 1999)
  • Case

Arnold Communications

By: Teresa M. Amabile and Jeremiah Weinstock
The new owner and CEO of Arnold Advertising, a relatively small regional agency, aims to build it into Arnold Communications--a much larger, stronger firm competing successfully for national accounts. As part of this growth strategy, the agency develops a process for... View Details
Keywords: Management Practices and Processes; Creativity; Entrepreneurship; Advertising; Business Processes; Brands and Branding; Growth and Development Strategy; Advertising Industry
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Amabile, Teresa M., and Jeremiah Weinstock. "Arnold Communications." Harvard Business School Case 899-083, September 1998. (Revised May 1999.)
  • Article

How Direct-to-Consumer Brands Can Continue to Grow

By: V. Kasturi Rangan, Daniel Corsten, Matt Higgins and Leonard A. Schlesinger
Direct-to-consumer (DTC) brands such as Allbirds, Casper, Peloton, and Warby Parker have creatively found a weakness in the marketing citadel of incumbent brands. By using data gleaned from daily interactions with customers, these brands have been able to adapt how... View Details
Keywords: Direct-to-consumer; Customer Journey; Business Model; Customer Relationship Management; Growth and Development Strategy
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Rangan, V. Kasturi, Daniel Corsten, Matt Higgins, and Leonard A. Schlesinger. "How Direct-to-Consumer Brands Can Continue to Grow." Harvard Business Review 99, no. 6 (November–December 2021): 101–109.
  • 07 Jun 2010
  • Research & Ideas

Improving Brand Recognition in TV Ads

some of those consumer eyeballs. In "Moment-to-Moment Optimal Branding in TV Commercials: Preventing Avoidance by Pulsing," forthcoming in Marketing Science, Teixeira and coauthors Michel Wedel of the University of Maryland and... View Details
Keywords: by Julia Hanna; Media & Broadcasting; Entertainment & Recreation
  • 03 Nov 2014
  • Research & Ideas

Brand Lessons From the Nobel Prize

Countless brilliant academics harbor hopes of someday winning a Nobel Prize, arguably the world's most prestigious award. But two renowned branding professors are interested in understanding what makes everyone covet the prize in the... View Details
Keywords: by Carmen Nobel
  • May 2020 (Revised July 2020)
  • Teaching Note

Brand Activism: Nike and Colin Kaepernick

By: Jill Avery and Koen Pauwels
Teaching Note for HBS Case No. 519-046. Nike’s selection of politically polarizing Colin Kaepernick as the spokesperson for the thirtieth anniversary of its iconic “Just Do It” campaign catapulted the brand into the media spotlight and made it a political flashpoint... View Details
Keywords: Marketing; Brands and Branding; Advertising; Advertising Campaigns; Marketing Strategy; Marketing Communications; Corporate Social Responsibility and Impact; Consumer Products Industry; Sports Industry; United States; North America
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Avery, Jill, and Koen Pauwels. "Brand Activism: Nike and Colin Kaepernick." Harvard Business School Teaching Note 520-104, May 2020. (Revised July 2020.)
  • 19 Mar 2014
  • Research & Ideas

A Brand Manager’s Guide to Losing Control

communities of like-minded people. Sometimes the like-mindedness centers on a brand; think Facebook fan pages or Twitter rants. "Consumers have always had the ability to boycott brands—or to 'buy-cott' View Details
Keywords: by Carmen Nobel; Advertising
  • 04 May 2009
  • Research & Ideas

What’s Next for the Big Financial Brands

headquarters reminds us that a brand is a precious asset. The value of any brand asset depends upon whether it has delivered on its past promises and is believed likely to do so in the future. It takes years... View Details
Keywords: by John Quelch; Banking; Financial Services
  • July 2012 (Revised July 2014)
  • Case

Warby Parker: Vision of a 'Good' Fashion Brand

By: Christopher Marquis and Laura Velez Villa
In its third year of existence and poised to double its workforce, Warby Parker attributed its success to an innovative approach in the eyewear industry and to the company culture that supported it. With a mission combining social and business goals, the company had... View Details
Keywords: Entrepreneurship; Innovation; Business And Society; Social Responsiblity; Organizational Behavior; Social Entrepreneurship; Growth Management; Corporate Social Responsibility and Impact; Brands and Branding; Organizational Culture; Marketing Strategy; Innovation and Invention; Apparel and Accessories Industry; Health Industry; United States
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Marquis, Christopher, and Laura Velez Villa. "Warby Parker: Vision of a 'Good' Fashion Brand." Harvard Business School Case 413-051, July 2012. (Revised July 2014.)
  • February 2025
  • Teaching Note

Influencer-Led Brand Building: Hairitage and the McKnights

By: William R. Kerr and James Palano
Teaching Note for HBS Case No. 825-066. Mindy McKnight started in 2009 as an early influencer on social media whose videos of creative hairstyles for girls launched her family on an entrepreneurship journey. The McKnights transitioned from YouTube ad revenue to brand... View Details
Keywords: Family Business; Social Media; Entrepreneurship; Brands and Branding; Product Launch; Power and Influence; Expansion; Beauty and Cosmetics Industry
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Kerr, William R., and James Palano. "Influencer-Led Brand Building: Hairitage and the McKnights." Harvard Business School Teaching Note 825-125, February 2025.
  • February 2021
  • Case

Threadless: The Renewal of an Online Community

By: Shane Greenstein, Karim Lakhani and Christian Godwin
Threadless, an online apparel company and artist community which Jake Nickell founded in 2000, continued to maintain its status as a top company in the online apparel industry during its second decade. From 2010 to 2020, Threadless continued to operate its... View Details
Keywords: Business Model; Decision Making; Entrepreneurship; Innovation and Invention; Leading Change; Management; Marketing; Product Launch; Operations; Supply Chain; Distribution; Networks; Sales; Strategy; Adaptation; Information Technology; Applications and Software; Digital Platforms; Apparel and Accessories Industry; Technology Industry; North America
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Greenstein, Shane, Karim Lakhani, and Christian Godwin. "Threadless: The Renewal of an Online Community." Harvard Business School Case 621-056, February 2021.
  • Article

The Corporate Brand Identity and Reputation Matrix—The Case of the Nobel Prize

By: Mats Urde and Stephen A. Greyser
The purpose of this article is to explore corporate brand identity and reputation, with the aim of integrating them into a single managerial framework. The Nobel Prize serves as an in-depth field-based case study and is analysed using the Corporate Brand Identity and... View Details
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Urde, Mats, and Stephen A. Greyser. "The Corporate Brand Identity and Reputation Matrix—The Case of the Nobel Prize." Journal of Brand Management 23, no. 1 (January 2016): 89–117.
  • May–June 2024
  • Article

Should Your Brand Hire a Virtual Influencer?

By: Serim Hwang, Shunyuan Zhang, Xiao Liu and Kannan Srinivasan
Followers respond more favorably to sponsored posts by virtual influencers versus those by humans, costs are lower, and creating an influencer from scratch allows marketers to introduce more diversity. View Details
Keywords: Social Media; AI and Machine Learning; Brands and Branding; Power and Influence
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Hwang, Serim, Shunyuan Zhang, Xiao Liu, and Kannan Srinivasan. "Should Your Brand Hire a Virtual Influencer?" Harvard Business Review 102, no. 3 (May–June 2024): 56–60.
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