Brands And Branding - Publications - Faculty & Research - Harvard Business School

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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

07 Apr 2022
Research & Ideas

Giving Back: Consumers Care More About How Companies Donate Than How Much

perception is that brands that sacrifice relatively more of their earnings seem more generous,” says Elizabeth Keenan, assistant professor of business administration at HBS. “There's some good will associated with that type of generosity... View Details

Keywords: by Pamela Reynolds

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

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

Profile

Ann S. Moore

Ann S. Moore (MBA 1978), the first female chair and CEO of Time Inc., oversaw nearly 150 magazines and their brand extensions. During her tenure, she launched more magazines... View Details

Keywords: Entertainment / Media; Entrepreneurship

September 2023 (Revised February 2024)
Case

Accelerating with Caution: Forecasting and Managing birddogs' Growth

As 2017 was drawing to a close, birddogs’ founder and CEO, Peter Baldwin, was working with his CFO Jack Sullivan to prepare for 2018. Their task at hand? To predict the demand for their product in the coming season, determine the appropriate investments in working... View Details

Keywords: Inventory; Working Capital; Forecasting and Prediction; Organizational Change and Adaptation; Financing and Loans; Apparel and Accessories Industry

November 2004 (Revised April 2009)
Case

Launching the New MINI

By: Douglas B. Holt and John A. Quelch

Focuses on how strategy is transformed into creative branding materials. Reports on the development of a wide variety of brand communication materials produced to support the MINI launch in the United States. MINI USA executives worked with their ad agency Crispin... View Details

Keywords: Advertising; Brands and Branding; Marketing Strategy; Product Launch; Creativity; Auto Industry; United States

September 2023
Supplement

Accelerating with Caution: Forecasting and Managing birddogs’ Growth (B)

As 2017 was drawing to a close, birddogs’ founder and CEO, Peter Baldwin, was working with his CFO Jack Sullivan to prepare for 2018. Their task at hand? To predict the demand for their product in the coming season, determine the appropriate investments in working... View Details

Keywords: Working Capital; Forecasting and Prediction; Expansion; Production; Apparel and Accessories Industry

December 2023 (Revised February 2024)
Case

21Seeds: Taking Shots at Breakout Growth

By: Elie Ofek, Julian De Freitas, Michael Moynihan and Nicole Tempest Keller

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

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

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

Keywords: Creativity; Advertising; Brands and Branding

August 2023 (Revised September 2023)
Case

Zegna

By: Rohit Deshpandé, Dante Roscini and Elena Corsi

In 2023, the Italian luxury Zegna brand, traditionally known for formal menswear, was refocusing towards leisure wear, following a recent consumer trend. Such a move exposed the brand to more competition, in a segment where perhaps its made-in-Italy feature was less of... View Details

Keywords: Marketing Strategy; Product Marketing; Product Positioning; Luxury; Competition; Fashion Industry; Italy

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

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; Food and Beverage Industry; Food and Beverage Industry

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

January 2003
Case

Mountain Dew: Selecting New Creative

The key role of selecting creative in brand communications, the problems with building a brand in a turbulent cultural environment, the challenges of extending an advertising campaign, and the senior management skills needed to interpret ads are highlighted. View Details

Keywords: Advertising Campaigns; Culture; Brands and Branding

2015
Chapter

The Role of Multiplier Firms and Megaprojects in Leading Change for Sustainability

By: Amy C. Edmondson, Martine Haas, John D. Macomber and Tiona Zuzul

In both the private and public sectors, organizations around the world face increasingly pressing questions about how to stimulate and manage change for long-term environmental, social, and economic sustainability. The purpose of this chapter is to highlight the roles... View Details

Keywords: Blueprint Logic; Learning Logic; Megaprojects; Multiplier Firms; Leading Change; Environmental Sustainability

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Research Summary

Energy, IT, real estate, and sustainability

By: Rebecca M. Henderson

Professor Henderson’s current research focuses on the energy, information technology, and real estate sectors and the challenges firms encounter as they attempt to act in more sustainable ways. This work is an outgrowth of her decade-long examination of the... View Details

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

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

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