Publications

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

Keywords: Consumer Behavior; Relationships; Brands and Branding

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

Keywords: by Kara Baskin; Technology; Media & Broadcasting

February 2017
Supplement

The De Beers Group: Exploring the Diamond Reselling Opportunity

By: Benjamin C. Esty, Daniel P. Gross and Lauren G. Pickle

In September 2014, Tom Montgomery (SVP of strategic initiatives at the De Beers Group) and his team launched a pilot program in the United States to explore the $1 billion diamond market for pre-owned (recycled) diamonds. According to Montgomery, the motivation for the... 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

Keywords: Brands and Branding; Financial Services Industry

Keywords: Oil; Gas; Mining Exploration; Diversified

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

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

Keywords: by Kim Girard; Retail

24 Aug 2017
News

Does Le Pliage Help or Hurt the Longchamp Luxury Brand?

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

Keywords: by Carmen Nobel; Consumer Products; Food & Beverage; Auto

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

18 Sep 2017
News

'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing

March 2019
Teaching Note

Zespri Grows

By: David E. Bell and John Masko

Teaching Note for HBS No. 519-047. View Details

September 1995 (Revised December 1997)
Case

Philip Morris: Marlboro Friday (A)

By: Alvin J. Silk and Bruce Isaacson

On April 2, 1993 Philip Morris USA launched an elaborate integrated program of consumer and retail promotions of unspecified duration that effectively slashed the retail price of its flagship brand, Marlboro, by 20% in the U.S. market. This program represented a major... View Details

Keywords: Competition; Price; Marketing Strategy; Market Participation; Brands and Branding; Consumer Products Industry; United States

February 1998 (Revised December 2000)
Case

Nantucket Nectars

By: Joseph B. Lassiter III, William A. Sahlman and Jon Biotti

The founders of Nantucket Nectars are trying to decide whether to sell their company. The case describes how the founders started the company and grew the Nantucket Nectars brand name. View Details

Keywords: Business Exit or Shutdown; Entrepreneurship; Brands and Branding; Food and Beverage Industry; United States

July 2021 (Revised September 2024)
Case

Supreme: Remaining Cool While Pursuing Growth

By: Jill Avery, Sandrine Crener, Marie-Cecile Cervellon and Ranjit Thind

Following VF Corporation’s acquisition of cult streetwear brand Supreme, consumers and industry pundits were nervous that becoming part of a large, public corporation would put an end to Supreme’s slow and careful growth trajectory as pressure for quarterly results... View Details

Keywords: Marketing; Brands and Branding; Luxury; Marketing Strategy; Consumer Behavior; Growth Management; Fashion Industry; Retail Industry; United States; North America

September 2000
Case

Renaming Computer Power Group

Presents results of a consumer survey used to guide selection of a new corporate brand name. Four alternative names are tested for their ability to communicate desired company attributes to consumers. The pros and cons of developing brand names at corporate versus... View Details

Keywords: Organizational Culture; Brands and Branding

June 1999 (Revised December 2003)
Case

Snapple

By: John A. Deighton

Tells the story of Snapple's rise and fall, and poses the question "Can it recover?" Many soft-drink brands flourished in the 1980s serving New York's Yuppies, but only Snapple made the big time. It went from local to national success and was poised to go international... View Details

Keywords: Strategic Planning; Industry Growth; Failure; Brands and Branding; Food and Beverage Industry