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  • 02 Apr 2018
  • Blog Post

Event Planning for Recruiting Success – Part 2

The last post, Event Planning for Recruiting Success – Part 1, reviewed the two main recruiting events at HBS, Company Presentations and public Company Conversations. In Part 2 we will cover hosting virtual events, meeting with targeted... View Details
Keywords: All Industries
  • 29 Oct 2000
  • Research & Ideas

Building a Powerful Prestige Brand

interview, "Start the [new] year with a new face." This slogan was so successful that Estée Lauder and the retailer used it for decades as part of their annual New Year's campaign. By the late 1950s, the Estée Lauder View Details
Keywords: by Nancy F. Koehn; Beauty & Cosmetics; Consumer Products; Retail
  • 2020
  • Working Paper

How to Build Enduring Brands in the Digital Age

By: David J. Collis and William Collis
What makes a brand last? It’s a deceptively simple question, but its answer separates sustainable success from eventual obscurity. Almost every company devotes significant resources to defining their brand. But few ask the more important question: how to... View Details
Keywords: Brands and Branding; Adaptation; Strategy
Related
  • 01 Feb 1999
  • News

Newman's Own Brand of Charity

With the understated charm that has won him legions of fans on the big screen, Hollywood legend Paul Newman came to HBS in mid-October to talk about his successful second career as a social entrepreneur. During his daylong visit, Newman... View Details
  • 07 Mar 2014
  • News

A Brand of Her Own: Estee Lauder

  • 2010
  • Working Paper

Quality Provision, Expected Firm Altruism and Brand Extensions

By: Julio J. Rotemberg
This paper studies quality choice in a model where consumers expect firms to act altruistically. It is shown that, under plausible assumptions regarding this altruism and the reaction of consumers to firms that demonstrate insufficient altruism, existing firms (or... View Details
Keywords: Brands and Branding; Consumer Behavior; Product Development; Corporate Social Responsibility and Impact; Quality; Mathematical Methods
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  • November 2019 (Revised June 2020)
  • Case

Shiseido Acquires Drunk Elephant

By: Jill Avery
On October 7, 2019, the Shiseido Group announced that it would acquire clean skincare brand Drunk Elephant for $845 million, a valuation of 8.5 times sales. Did Shiseido pay too much or too little for this brand asset? How much was the Drunk Elephant brand worth and... View Details
Keywords: Personal Care; Startup; Brand Equity; Brand Valuation; Brand Value; Brand Storytelling; Brand Management; Brands and Branding; Valuation; Marketing; Marketing Strategy; Mergers and Acquisitions; Entrepreneurship; Business Startups; Beauty and Cosmetics Industry; Consumer Products Industry; United States; Japan
Related
  • 24 Jun 2002
  • Research & Ideas

Building ’Brandtopias’—How Top Brands Tap into Society

cannot be attributed to the usual suspects of success: superior business models or cutting edge technology. Holt is interested in what makes identity brands resonate. In his research, he focuses on the best-performing identity brands—the... View Details
Keywords: by Martha Lagace
  • 12 Jan 2017
  • News

Personalizing Women’s Path to Success

Photos by David Kelly Crow Many women hit a point in their career when they are unsure of which path to take next or even how to move ahead. For some, that inflection point comes mid-career or after a successful run; others are simply... View Details
Keywords: Jill Radsken
  • 01 Dec 2003
  • Research & Ideas

Sometimes Success Begins at Failure

that eventually resulted in a historic windfall for the drug maker soon after it began marketing UK-92,480 under the brand name Viagra. Pfizer was able to develop and launch a wildly successful and... View Details
Keywords: by Henry Chesbrough; Health; Pharmaceutical
  • 30 May 2000
  • Research & Ideas

Market Makers Bid for Success

must pay the cost of the marketplace, not the sellers. Sahlman: Scott, can you give us the short version of your career? Randall: After working at Procter & Gamble in brand management and in consumer packaged goods, I got into... View Details
Keywords: by Staff; Web Services; Technology
  • 28 Mar 2018
  • Blog Post

Event Planning for Recruiting Success - Part 1

Hosting a company recruiting event is a great way to build brand awareness and engage with HBS students. At the same time, we know that event planning requires a commitment from your team in preparing materials, securing speakers,... View Details
Keywords: All Industries
  • 9 AM – 5 PM EST, 12 Feb 2022
  • Virtual Programming

31st Women In Business Conference: Building a Successful Life

We are thrilled to invite you to the 31st Annual Dynamic Women in Business Conference. The conference provides an exciting opportunity to forge new connections while learning from the experiences of all our speakers and each other. The theme of the conference is... View Details
  • Research Summary

Rethinking Brand Contamination: How Consumers Maintain Distinction When Symbolic Boundaries Are Breached"

If consumers view their brands as extensions of themselves, what happens when undesirable consumers adopt these same brands? I address this question by examining an issue that is of great concern to managers of high-status brands: the rampant spread... View Details
  • June 2020
  • Teaching Note

Shiseido Acquires Drunk Elephant

By: Jill Avery
On October 7, 2019, the Shiseido Group announced that it would acquire clean skincare brand Drunk Elephant for $845 million, a valuation of 8.5 times sales. Did Shiseido pay too much or too little for this brand asset? How much was the Drunk Elephant brand worth and... View Details
Keywords: Brand Management; Brand Valuation; Brand Equity; Brand Value; Mergers ＆ Acquisitions; Startup; DTC; Brand Portfolio Strategy; Marketing; Marketing Strategy; Brands and Branding; Mergers and Acquisitions; Valuation; Entrepreneurship; Business Startups; Beauty and Cosmetics Industry; Consumer Products Industry; United States; Japan; Asia; North America
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  • 03 Feb 2013
  • News

Ad firms break down formula for success on Super stage

  • June 2016 (Revised November 2021)
  • Case

Longchamp

By: Jill Avery, Tonia Junker and Daniela Beyersdorfer
Longchamp’s Le Pliage is one of the fashion world’s most successful products, a cultural icon across the globe. But managing the low priced, nylon handbag is challenging as Longchamp tries to move its brand upmarket into higher priced, luxury leather goods. How much... View Details
Keywords: Brand Management; Luxury Brand; Brand Positioning; Product Strategy; Retailing; Pricing Strategy; Marketing; Brands and Branding; Marketing Strategy; Luxury; Family Business; Price; Strategy; Apparel and Accessories Industry; Retail Industry; Consumer Products Industry; Fashion Industry; France; Europe
Related
  • 30 Jan 2006
  • HBS Case

The Case of the Mystery Writer’s Brand

take-charge author, the publishing industry, and the business of book clubs to analyze the success of various modes of marketing. Patterson, a former chairman of J. Walter Thompson, published his first mystery novel in 1976 and made... View Details
Keywords: by Julia Hanna; Entertainment & Recreation; Information; Publishing
  • 01 Feb 2000
  • News

Jerry Shafir: A Simmering Success Story

Cuisine brand more visibility - the company has begun selling soup in individual serving-sized portions, a move Shafir characterizes as "a really big step for us." "Until now," he explains, "we've been mostly selling in bulk to grocery... View Details
Keywords: Deborah Blagg
  • 23 Apr 2001
  • Research & Ideas

Brand Power from Wedgwood to Dell: Part Two

corporate headquarters. As Howard Schultz once said, successful businesses cannot sustain themselves on exhilarating ideas alone.—Nancy F. Koehn Lasting Dedication Each of the entrepreneurs in Brand New had... View Details
Keywords: by Martha Lagace