Brand Strategy - Publications - Faculty & Research - Harvard Business School

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01 May 2008
Research & Ideas

The Marketing Challenges of the China Olympics

as official sponsors and unofficial free-riders attach themselves to the Olympic logo, to particular sports, national teams, or individual athletes. Global brands, in particular, see the Olympics and World Cup soccer as the two most important international sporting... View Details

Keywords: by John Quelch; Sports

19 Nov 2018
Sharpening Your Skills

E-Santa: Is Retail Ready for Digital Christmas?

Banning Big Box Stores Can Hurt Local Retailers Research shows how regulations designed to protect independent retailers from big box competition may backfire. Empathy: The Brand Equity of Retail Retailers can offer great product... View Details

Keywords: by Sean Silverthorne; Retail

December 2022 (Revised August 2023)
Case

Circles.Life at a Crossroads of Growth

By: Juan Alcácer and Adina Wong

In June 2022, the founders of Singapore mobile operator Circles.Life had a crucial decision to make. Circles.Life developed a new business model in mobile telecommunications—a digital telco—built around its proprietary operating system. After expanding its brand in... View Details

Keywords: Business Model; Decisions; Technological Innovation; Applications and Software; Business Strategy; Telecommunications Industry; Singapore

July 2009 (Revised August 2010)
Case

Radiant Cosmetics: What's in a Pout?

By: Robert C. Pozen and Mary Ellen Webster Hammond

In 2006, Radiant Cosmetics president and CEO, Margaret Clark, was contemplating the launch of a new, lip-plumping product called "Four Carat Pout." Clark faced many decisions concerning the launch: marketing the product as a luxury brand or a retail item; how to... View Details

Keywords: Global Strategy; Globalized Markets and Industries; Intellectual Property; Marketing Strategy; Product Marketing; Product Launch; Product Positioning; Beauty and Cosmetics Industry

July 2000 (Revised October 2000)
Case

Petstore.com

By: Thomas R. Eisenmann

Petstore.com is one of four contenders for leadership in the highly competitive online pet supply business. Petstore.com faces decisions regarding potential merger partners and how to brand its service within the website managed by its ultimate merger partner,... View Details

Keywords: Competition; Internet and the Web; Mergers and Acquisitions; Partners and Partnerships; Internet and the Web; Brands and Branding; Marketing Strategy; Retail Industry

June 2024 (Revised August 2024)
Case

Revlon India's Turnaround: Navigating Online-Offline Decisions Using a Balanced Scorecard

By: Tatiana Sandino and Samuel Grad

Revlon India was founded as a joint venture in 1995, pairing the industrial conglomerate UMG with the global beauty brand Revlon, Inc. to bring international color cosmetics to India. After growing rapidly and pioneering the Beauty Advisor (BA) model in India, the... View Details

09 Nov 2010
First Look

First Look: November 9, 2010

positioning of its mixed bag of brands. After launching an economy and an upscale brand, it dithered over the launch of its upper upscale and luxury brands. The case illustrates the marketing and organizational challenges of a hybrid View Details

Keywords: Sean Silverthorne

November 2004
Case

Innocent Drinks

By: William A. Sahlman and Dan Heath

The three founders of a London-based, start-up smoothie company must decide between three growth options: expansion of the existing product line into Europe, extension of the brand into other product categories, or continued organic growth within the United Kingdom. View Details

Keywords: Growth Management; Expansion; Business Growth and Maturation; Industry Growth; Corporate Entrepreneurship; Corporate Finance; Brands and Branding; Food and Beverage Industry; United Kingdom; Europe

March 2024
Teaching Note

Sonder Holdings Inc.: Using Technology to Solve Hospitality's Frictions

By: John A. Deighton and Leora Kornfeld

Teaching Note for HBS Case No. 922-039. Digital disruption is challenging the hospitality industry. Traditional hotels face competition from platforms, most visibly Airbnb but also the homeshare divisions of online travel agencies such as Expedia and Booking.com, that... View Details

Keywords: Digital Platforms; Disruptive Innovation; Competition; Market Participation; Accommodations Industry

August 2016
Case

S'well: The Mass Market Decision

By: Youngme Moon

This case tells the story of how Sarah Kauss, a young female entrepreneur, built a premium water bottle brand from scratch. After having built a high-end brand, the key decision in the case is whether to begin expanding the S'well product portfolio to the mass market. View Details

Keywords: Brands and Branding; Marketing; Business Startups; Entrepreneurship; Distribution; Strategy; United States

October 1995
Case

Robert Mondavi Corporation

By: Ray A. Goldberg and Thomas N. Urban Jr

As the Mondavi Corp. moves from a private to a public company and increases the number of types of wine it sells, how does it position itself in various segments of the market and what brand and distribution system is most important? View Details

Keywords: Globalized Markets and Industries; Brands and Branding; Distribution; Product Positioning; Going Public; Expansion; Change; Food and Beverage Industry

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August 2008 (Revised July 2009)
Case

Repositioning CARE USA

By: V. Kasturi Rangan and Katharine Lee

CARE USA, a large ($600 million) international nonprofit/NGO, had recently revamped its external branding and positioning in support of its international development work. The case lays out the challenges facing its new CEO, Helene Gayle, as she manages through the... View Details

Keywords: Change Management; Management; Brands and Branding; Marketing Strategy; Product Positioning; Organizational Change and Adaptation; Non-Governmental Organizations; Adaptation; United States

March 1999 (Revised July 1999)
Case

Crunch

By: Paul W. Marshall and Jeremy Dann

Entrepreneur Doug Levine runs a fitness company with an incredibly powerful brand. His company leverages the brand to expand, both in terms of facilities and lines of business. But he may need to make significant organizational changes in order to continue the growth. View Details

Keywords: Buildings and Facilities; Organizational Change and Adaptation; Expansion; Business Growth and Maturation; Business Startups; Brands and Branding; Service Industry; Health Industry

September 1990 (Revised November 1994)
Case

Kao Corp.

By: John A. Quelch

As the Japanese diaper market expands, Kao management must determine its response to new product introductions by its two major competitors. Options include launching a new premium priced brand or a new low priced brand, or increasing advertising and promotion... View Details

Keywords: Competition; Marketing Strategy; Industry Growth; Product Launch; Brands and Branding; Consumer Products Industry; Japan

January 1998
Case

Frontgate Catalog

By: Jeffrey F. Rayport

Frontgate is a high-end, Lebanon, Ohio-based catalog business. The decision makers are trying to determine how much financial and personnel resources to invest in the development of a Web site. The decision is being made in light of branding issues and competitor's Web... View Details

Keywords: Customer Relationship Management; Competition; Internet and the Web; Brands and Branding; Retail Industry; Ohio

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October 2021 (Revised December 2021)
Case

PhonePe: Democratizing Payments in India

By: Michael Chu and Rachna Tahilyani

The co-founders of PhonePe, India’s leading digital payment platform are considering pursuing various growth opportunities in a huge country just entering the digital age. In a highly competitive industry, the founders are keenly aware that making the right choices is... View Details

Keywords: Digital Platform; Digital Banking; Business Strategy; Growth and Development Strategy; Decision Choices and Conditions; Corporate Entrepreneurship; Digital Platforms; Financial Services Industry; Asia; India

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

April 2017
Supplement

Imprimis (D)

By: Ramon Casadesus-Masanell, Karen Elterman and Marc Appel

This case is a supplement to Imprimis (A, B, & C). It describes Imprimis’s 2015 decision to develop a $1 per pill compounded alternative to Daraprim, the branded drug that had recently undergone an extreme price hike, raising its price to $750 per pill. Imprimis also... View Details

Keywords: Decision Choices and Conditions; Growth and Development Strategy; Pharmaceutical Industry; United States

April 1998
Case

E! Online (A): www.eonline.com

By: Jeffrey F. Rayport

E! Online is the on-line brand extension of the cable-TV channel dedicated to entertainment news. E! Online must compete with other entertainment sites on the web, as well as create synergy between E! Online and E! Entertainment Television in order to build a... View Details

Keywords: Competition; Internet and the Web; Service Operations; Television Entertainment; Brands and Branding; Entertainment and Recreation Industry

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March 2004 (Revised November 2012)
Teaching Note

P&G Japan: The SK-II Globalization Project (TN)

By: Christopher A. Bartlett

Traces changes in P&G's international strategy and structure, culminating in Organization 2005, a reorganization that places strategic emphasis on product innovation rather than geographic expansion and shifts power from local subsidiary to global business management.... View Details

Keywords: Business Subsidiaries; Trade; Globalization; Global Strategy; Innovation Strategy; Business or Company Management; Beauty and Cosmetics Industry; Consumer Products Industry; Hong Kong; Japan; Taiwan; Europe

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