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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)
- October 2001
- Case
Mountain Dew: Selecting New Creative
Highlights the key role of selecting creative in brand communications, the challenges of building a brand in a turbulent cultural environment, the challenges of extending an advertising campaign, and the interpretation of ads as a crucial senior management skill.... View Details
Holt, Douglas B. "Mountain Dew: Selecting New Creative." Harvard Business School Case 502-040, October 2001.
- 17 Jun 2011
- HBS Case
KFC’s Explosive Growth in China
crucial social skills for young adults who grew up in single-child households, creates lifelong Yum! Brands customers, and develops a culture of customer service in a country where there was none. The restaurant management program is... View Details
- February 1994 (Revised May 1995)
- Case
Eastman Kodak Co.: Funtime Film
By: Robert J. Dolan
Eastman Kodak has suffered significant declines in film market share at the hands of lower priced branded producers and private label products. The case presents Kodak's proposal to launch a new economy brand of film to combat these rivals. View Details
Keywords: Product Positioning; Competition; Price; Product Launch; Brands and Branding; Consumer Products Industry
Dolan, Robert J. "Eastman Kodak Co.: Funtime Film." Harvard Business School Case 594-111, February 1994. (Revised May 1995.)
- January 2021 (Revised March 2022)
- Case
Arçelik: From a Dealer Network to an Omnichannel Experience
By: Ayelet Israeli and Fares Khrais
Arçelik Turkey, the country’s market leader in household appliances, was at an omnichannel crossroads in January 2020. Arçelik was a B2B player utilizing a dealership network with an umbrella of brands and had one of the largest brick-and-mortar store networks in... View Details
Keywords: Digital Marketing; Bricks And Mortar; Franchise Management; Franchising; Dealer Network; Dealers; B2B; B2B2C; Tradition; Culture Change; Cultural Adaptation; Omnichannel; Omnichannel Retail; Omni-channel; Omnichannel Retailing; Sales Channels; Sales Channel Development; Channel Management; Channels Of Distribution; Marketplace; Platforms; Collaboration; Online Channel; Online Data; Online Sales; Online Shopping; Online; Retail; Retailing; Disruption; Transformation; Franchise Ownership; Change Management; Partners and Partnerships; Consumer Behavior; Sales; Internet and the Web; Marketing Strategy; Conflict and Resolution; Conflict Management; Organizational Culture; Distribution Channels; Digital Transformation; Digital Platforms; Electronics Industry; Retail Industry; Consumer Products Industry; Turkey
Israeli, Ayelet, and Fares Khrais. "Arçelik: From a Dealer Network to an Omnichannel Experience." Harvard Business School Case 521-067, January 2021. (Revised March 2022.)
- Research Summary
Consumer-Brand Relationships
Susan M. Fournier is conducting extensive research into the relationships consumers form with brands. Her work builds on the premise that, although marketers espouse the notion of relationships in current thought and practice, none have theoretically maximized the... View Details
- April 2012
- Case
Introducing iSnack 2.0: The New Vegemite
By: Anat Keinan, Francis Farrelly and Michael Beverland
Vegemite is an iconic Australian breakfast spread and is often seen as a quintessential Australian product. This case focuses on Kraft's decision to revitalize brand performance through the introduction of a brand extension. Drawing on extensive social media analysis... View Details
Keywords: Food; Product Launch; Conflict and Resolution; Brands and Branding; Consumer Products Industry; Food and Beverage Industry
Keinan, Anat, Francis Farrelly, and Michael Beverland. "Introducing iSnack 2.0: The New Vegemite." Harvard Business School Case 512-020, April 2012.
- December 2023 (Revised February 2024)
- Case
21Seeds: Taking Shots at Breakout Growth
21Seeds, a female-founded flavor-infused tequila startup launched in 2019, had made inroads into the alcoholic beverage industry by focusing on an underserved consumer segment in spirits—women, primarily in their 30s and 40s, many of whom were moms—and by following a... View Details
Keywords: Mergers and Acquisitions; Business Startups; Growth and Development Strategy; Brands and Branding; Product Positioning; Distribution Channels; Sales; Food and Beverage Industry
Ofek, Elie, Julian De Freitas, Michael Moynihan, and Nicole Tempest Keller. "21Seeds: Taking Shots at Breakout Growth." Harvard Business School Case 524-008, December 2023. (Revised February 2024.)
- June 2004 (Revised November 2004)
- Case
Birth of the Swatch, The
By: Youngme E. Moon
In 1993, the Swatch is the best-selling watch in history. Traces the history of the watch industry up to the early 1980s, when the Swatch was introduced. Describes the various elements that made the Swatch different from any watch the industry had ever seen. Also... View Details
Keywords: History; Management; Product Positioning; Marketing Strategy; Business Startups; Brands and Branding; Manufacturing Industry
Moon, Youngme E. "Birth of the Swatch, The." Harvard Business School Case 504-096, June 2004. (Revised November 2004.)
- Research Summary
Overview
By: Jill J. Avery
I love brands and have been managing them and studying them for 25 years, as a brand manager and as an academic researcher and teacher. My research program focuses on brand management and customer relationship management and centers on themes relating to the meaning of... View Details
- January 2011 (Revised January 2014)
- Case
Rebranding Gallagher
By: Rohit Deshpande and Keith Chi-ho Wong
Steve Tucker, the Deputy CEO of Gallagher Group Limited (GGL), the world's largest electric fence company, was about to present a new branding strategy to the company's senior managers and Bill Gallagher, Jr., CEO. After spending more than 18 months with brand... View Details
Keywords: Globalized Firms and Management; Brands and Branding; Marketing Strategy; Distribution; Industrial Products Industry
Deshpande, Rohit, and Keith Chi-ho Wong. "Rebranding Gallagher." Harvard Business School Case 511-098, January 2011. (Revised January 2014.)
OYO: Creating Effective Spaces
Twenty-four-year old Ritesh Agarwal, founder and CEO of India-based online hotel branding network OYO Rooms, has tackled the issue of unreliability in India's highly fragmented budget hotel industry. In 2018, OYO branded 8,500 properties across 200 cities and... View Details
- September 2001 (Revised June 2003)
- Case
Henkel KGaA: Detergents Division
Henkel has to decide whether to replace its strong local detergent brands in Italy and Spain with its leading international brand, Persil. It faces pressure from retailers for international brand standardization. Its competitors, including P&G and Unilever, are... View Details
Keywords: Globalized Markets and Industries; Brands and Branding; Consumer Products Industry; Italy; Spain
Arnold, David J. "Henkel KGaA: Detergents Division." Harvard Business School Case 502-019, September 2001. (Revised June 2003.)
- November 1983 (Revised May 1990)
- Case
Procter & Gamble Co. (B)
By: John A. Quelch
The brand assistant on H-80, a new light duty liquid detergent, has to develop a year-one national promotion plan for the new product. Illustrates one of the important tasks of a Procter & Gamble brand assistant and provides substantial information on different types... View Details
Keywords: Advertising; Product Launch; Product Marketing; Brands and Branding; Consumer Products Industry; United States
Quelch, John A. "Procter & Gamble Co. (B)." Harvard Business School Case 584-048, November 1983. (Revised May 1990.)
- May 2007
- Case
Westin Hotels and Resorts: Operations of a Lifestyle Experience
By: Frances X. Frei, Chekitan S. Dev and Laure Mougeot Stroock
Westin Hotels and Resorts adopted a new "lifestyle" brand strategy which provided guests with a new service experience. The dilemma Westin faced was how to operationally build a brand that delivered consistent service on intangible values. View Details
Keywords: Customer Relationship Management; Decision Choices and Conditions; Growth Management; Brands and Branding; Service Operations; Value Creation; Tourism Industry
Frei, Frances X., Chekitan S. Dev, and Laure Mougeot Stroock. "Westin Hotels and Resorts: Operations of a Lifestyle Experience." Harvard Business School Case 607-129, May 2007.
- May 2017
- Article
When Discounts Raise Costs: The Effect of Copay Coupons on Generic Utilization
By: Leemore S. Dafny, Christopher Ody and Matt Schmitt
Branded pharmaceutical manufacturers frequently offer “copay coupons” that insulate consumers from cost sharing, thereby undermining insurers’ ability to influence drug utilization. We study the impact of copay coupons on branded drugs first facing generic entry... View Details
Dafny, Leemore S., Christopher Ody, and Matt Schmitt. "When Discounts Raise Costs: The Effect of Copay Coupons on Generic Utilization." American Economic Journal: Economic Policy 9, no. 2 (May 2017): 91–123.
- March 1999
- Case
Eastman Kodak Company
By: Robert J. Dolan
Eastman Kodak has suffered significant declines in film market share at the hands of lower-priced branded producers and private label products. The case presents Kodak's proposal to launch a new economy brand of film to combat these rivals. A rewritten version of an... View Details
Keywords: Segmentation; Product Positioning; Price; Brands and Branding; Product Launch; Consumer Products Industry
Dolan, Robert J. "Eastman Kodak Company." Harvard Business School Case 599-106, March 1999.
- June 2002 (Revised October 2005)
- Case
Inside Intel Inside
By: Youngme E. Moon and Christina L. Darwall
In early 2002, Pamela Pollace, vice president and director of Intel's worldwide marketing operations, is debating whether the company should extend its "Intel Inside" branding campaign to non-PC product categories, such as cell phones and PDAs. The "Intel Inside"... View Details
Keywords: Advertising Campaigns; Growth and Development; Brands and Branding; Marketing Strategy; Product Positioning; Sales; Expansion; Competitive Advantage; Semiconductor Industry; Manufacturing Industry; California
Moon, Youngme E., and Christina L. Darwall. "Inside Intel Inside." Harvard Business School Case 502-083, June 2002. (Revised October 2005.)
- Research Summary
My research draws upon social and cultural theories to address three important topics in marketing: branding strategy, organizing to deliver creative content, and cultural consumer behavior:
1)Branding Strategy: How are iconic brands built?
I have... View Details
- August 2004
- Supplement
CARE Commercials
By: John A. Quelch
Six television commercials illustrate CARE's current mission and branding strategy. Supplements the case. View Details
Quelch, John A. "CARE Commercials." Harvard Business School Video Supplement 505-706, August 2004.
- May 2023
- Article
Self-Preferencing at Amazon: Evidence from Search Rankings
By: Chiara Farronato, Andrey Fradkin and Alexander MacKay
We study whether Amazon engages in self-preferencing on its marketplace by favoring its own brands (e.g., Amazon Basics) in search. To address this question, we collect new micro-level consumer search data using a custom browser extension installed by a panel of study... View Details
Farronato, Chiara, Andrey Fradkin, and Alexander MacKay. "Self-Preferencing at Amazon: Evidence from Search Rankings." AEA Papers and Proceedings 113 (May 2023): 239–243.