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Show Results For
- All HBS Web
(3,621)
- People (15)
- News (951)
- Research (2,117)
- Events (8)
- Multimedia (71)
- Faculty Publications (1,499)
- 04 Aug 2020
- Cold Call Podcast
Glossier Built a Cult-Brand and a Digital Community, but What’s Next?
Jill J. Avery
Dr. Jill Avery is a Senior Lecturer of Business Administration and C. Roland Christensen Distinguished Management Educator in the marketing unit at Harvard Business School. She is a respected authority on branding and brand management, customer relationship... View Details
Keywords: consumer products; arts; advertising; automobiles; retailing; fashion; hotels ＆ motels; food; beverage
- 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
Deshpande, Rohit, and Alexandra de Royere. "Cafe de Colombia." Harvard Business School Case 502-024, September 2001. (Revised June 2004.)
- 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
Elberse, Anita, and David Moreno Vicente. "David Beckham (A)." Harvard Business School Case 524-039, September 2023.
- 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
Ofek, Elie, and Lauren Barley. "The Clorox Company: Leveraging Green for Growth." Harvard Business School Case 512-009, July 2011. (Revised April 2012.)
- 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
Jones, Geoffrey. Beauty Imagined: A History of the Global Beauty Industry. Oxford ; New York: Oxford University Press, 2010.
- 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
- March 2019
- Teaching Note
Zespri Grows
By: David E. Bell and John Masko
Teaching Note for HBS No. 519-047. View Details
Keywords: Agribusiness; Kiwi; Kiwifruit; Agriculture; Global Supply Chain; Branding; Produce; Coordinated Industry Structure; Industry Coordination; Countercyclical Supply; New Product Development; Product Strategy; Differentiation; Food; Quality; Trade; Brands and Branding; Marketing; Strategy; Global Strategy; Change Management; Organizational Change and Adaptation; Globalization; Globalized Firms and Management; Competitive Strategy; Resource Allocation; Product Development; New Zealand
- 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
- 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
Fournier, Susan M., and Andrea Carol Wojnicki. "Selecting a New Name for Security Capital Pacific Trust." Harvard Business School Case 500-054, January 2000.
- 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
- 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
Keywords: Attention Economics; Creating Connections; Digital Marketing; Marketing Innovations; Social Networks; Advertising Content; Networked Brand; Beverage Industry; Coca-Cola; Digital Innovation; Digital Transition; Marketing; Marketing Communications; Innovation Strategy; Social and Collaborative Networks; Advertising; Creativity; Consumer Products Industry; Media and Broadcasting Industry; Food and Beverage Industry
- 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
Fournier, Susan M. "Exploring Brand-Person Relationships: Three Life Histories." Harvard Business School Case 596-093, January 1996. (Revised February 1997.)
- 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
Keywords: Judo Economics; Market Entry; Innovation; Barriers To Response; Industry Attractiveness; Advantage Horizon; Sustainability; First-mover Advantage; Scope; Strategy Execution; Strategic Evolution; Biochemistry; Genetics; Branding; Commodity; Milk; Dairy; Infant Formula; Farming; Porter's Five Forces; Competitive Advantage; Corporate Strategy; Value Creation; Competition; Disruption; Innovation and Invention; Five Forces Framework; Market Entry and Exit
Esty, Benjamin C., and Daniel Fisher. "The a2 Milk Company." Harvard Business School Case 719-424, February 2019. (Revised September 2021.)
- 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
- 24 Aug 2017
- News
Does Le Pliage Help or Hurt the Longchamp Luxury Brand?
- 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
Moon, Youngme E., Lucy Cummings, Sonali Sampat, Sam Thakarar, and Kerry Herman. "In-N-Out Burger." Harvard Business School Case 503-096, June 2003.
- September 2005 (Revised July 2006)
- Case
Kingsford Charcoal
By: Das Narayandas and Alison Berkley Wagonfeld
Since the 1980s, Kingsford had continued to enjoy steady, moderate growth of 1% to 3% in revenues each year. During most of this time, the charcoal category as a whole grew as well. However, the summer of 2000 represented the first softening in the category in several... View Details
Keywords: Price; Marketing Strategy; Business Growth and Maturation; Advertising; Brands and Branding; Consumer Products Industry; United States
Narayandas, Das, and Alison Berkley Wagonfeld. "Kingsford Charcoal." Harvard Business School Case 506-020, September 2005. (Revised July 2006.)