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Show Results For
- All HBS Web
(3,606)
- People (15)
- News (947)
- Research (2,110)
- Events (8)
- Multimedia (68)
- Faculty Publications (1,495)
- June 2019
- Case
Mercedes and the Relaunch of Maybach: Reviving a Heritage Automobile Brand
By: Anat Keinan, Klaus Heine, Marie-Cecile Cervellon and Sandrine Crener
The case traces the growth of Maybach from its origins as a pioneer in car manufacturing to its relaunch by parent company Mercedes Benz AG (now Daimler AG). It covers the relaunch strategy implemented by the German car manufacturer and examines the challenges of... View Details
Keywords: Heritage Brand; Relaunch; Brands and Branding; Luxury; Product Launch; Strategy; Auto Industry
- November 2005 (Revised February 2006)
- Module Note
Rethinking Branding
By: Youngme E. Moon
The classical branding paradigm assumes that brands should be built to last and that the role of the brand manager is to protect the long-term sustainability of the brand. Outlines the structure and content of an eight-session module that offers a more expansive... View Details
Keywords: Brands and Branding
Moon, Youngme E. "Rethinking Branding." Harvard Business School Module Note 506-039, November 2005. (Revised February 2006.)
- February 21, 2024
- Article
The NFT Staircase: How Digital Ownership Benefits Brands and Consumers
By: Scott Duke Kominers and Steve Kaczynski
One of our goals with our new book, The Everything Token: How NFTs and Web3 Will Transform the Way We Buy, Sell, and Create, is to unlock the power of nonfungible tokens, or NFTs, for business. National and international brands are already using NFTs in some of... View Details
Keywords: Non-fungible Tokens; NFTs; Brand; Brand Building; Digitization; Metaverse; Tokenization; Crypto Economy; Blockchain; Market Design; Brands and Branding; Value Creation
Kominers, Scott Duke, and Steve Kaczynski. "The NFT Staircase: How Digital Ownership Benefits Brands and Consumers." a16zcrypto.com (February 21, 2024).
- January 2018 (Revised October 2019)
- Case
Christie's and Leonardo da Vinci's Salvator Mundi: The Value of a Brand
By: Jill Avery
A 16th century Renaissance masterpiece, missing for 137 years, believed by many to have been destroyed and then rediscovered less than a decade ago, becomes the most expensive painting ever sold, all the while surrounded by controversy. Did the buyer of Leonardo da... View Details
Keywords: Brands; Brand Valuation; Art Collector; Arts Marketing; Auction House; Auctions; Luxury Brand; Luxury Consumers; Luxury Goods; Marketing; Valuation; Marketing Strategy; Arts; Luxury; Value; Brands and Branding; Fine Arts Industry; Italy; United Kingdom; Europe; United States; United Arab Emirates
Avery, Jill. "Christie's and Leonardo da Vinci's Salvator Mundi: The Value of a Brand." Harvard Business School Case 518-066, January 2018. (Revised October 2019.)
- Article
Brand (In)fidelity: When Flirting with the Competition Strengthens Brand Relationships
By: Irene Consiglio, Daniella Kupor, Francesca Gino and Michael I. Norton
We document the existence and consequences of brand flirting: a short-lived experience in which a consumer engages with and/or indulges in the alluring qualities of a brand without committing to it. We propose that brand flirting is exciting and that when consumers... View Details
Consiglio, Irene, Daniella Kupor, Francesca Gino, and Michael I. Norton. "Brand (In)fidelity: When Flirting with the Competition Strengthens Brand Relationships." Journal of Consumer Psychology 28, no. 1 (January 2018): 5–22.
- April 2022
- Teaching Note
Christie's and Leonardo da Vinci's Salvator Mundi: The Value of a Brand
By: Jill Avery
A sixteenth century Renaissance masterpiece, missing for 137 years, believed by many to have been destroyed, and then rediscovered less than a decade ago, becomes the most expensive painting ever sold, all the while surrounded by controversy. Did the buyer of Leonardo... View Details
- 02 Jul 2016
- News
The Trump Brand
- May 2020 (Revised July 2022)
- Case
Brand Storytelling at Shinola
By: Jill Avery, Giana M. Eckhardt and Michael B. Beverland
Detroit, Michigan, aka “The Motor City,” is most known as the birthplace of most of the American classic automotive brands. It is a city filled with the rich history of the industrial age, the pride of American manufacturing, and of the soulful sounds of Motown music.... View Details
Keywords: Marketing; Brands and Branding; Marketing Communications; Advertising; Luxury; Consumer Products Industry; Apparel and Accessories Industry; Retail Industry; Detroit; United States; North America
Avery, Jill, Giana M. Eckhardt, and Michael B. Beverland. "Brand Storytelling at Shinola." Harvard Business School Case 520-102, May 2020. (Revised July 2022.)
- June 2024 (Revised October 2024)
- Teaching Note
FARM Rio: Bringing a Brazilian Fashion Brand to the World
By: Isamar Troncoso and Jill Avery
Teaching Note for HBS Case No. 524-003. View Details
- December 2011 (Revised February 2013)
- Case
Branding Yoga
By: Rohit Deshpande, Kerry Herman and Annelena Lobb
Yoga, an ancient discipline, has become popular worldwide. The marketing of yoga and dispute over its origins have led to debate as to whether yoga should be branded at all. Some yoga instructors have gone so far as to copyright their varieties of yoga; others in the... View Details
Deshpande, Rohit, Kerry Herman, and Annelena Lobb. "Branding Yoga." Harvard Business School Case 512-025, December 2011. (Revised February 2013.)
- October 2012 (Revised January 2014)
- Case
Building Brand Infosys
By: Rohit Deshpandé and Vidhya Muthuram
Infosys Limited was India's second largest exporter of IT services with annual revenues of $7 billion and a market capitalization of nearly $26 billion in 2012. The company, headquartered in Bangalore, India, had built its reputation as the Indian IT bellwether whose... View Details
Deshpandé, Rohit, and Vidhya Muthuram. "Building Brand Infosys." Harvard Business School Case 513-003, October 2012. (Revised January 2014.)
- August 2021 (Revised March 2022)
- Case
Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences
By: Jill Avery and Rayan Nahas
Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales... View Details
Keywords: Brand Management; Virtual Reality; Augmented Reality; B2B; Technology Platform; Marketing; Marketing Communications; Marketing Strategy; Brands and Branding; Digital Marketing; Internet and the Web; Growth Management; Customer Relationship Management; Customer Value and Value Chain; Social Media; E-commerce; Applications and Software; Digital Platforms; Advertising Industry; United States
Avery, Jill, and Rayan Nahas. "Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences." Harvard Business School Case 522-002, August 2021. (Revised March 2022.)
- January 2020 (Revised May 2020)
- Case
Direct to Consumer Brands
By: Sunil Gupta
Recent years have seen the dramatic rise of direct-to-consumer (DTC) brands by several startups. Many of these brands, such as Dollar Shave Club, Harry’s, Glossier, and Allbirds, entered mature markets dominated by established companies, and yet they grew rapidly to... View Details
Keywords: Direct-to-consumer; Digital Marketing; Industry Evolution; Business Startups; Internet and the Web; Brands and Branding; Marketing; Change
Gupta, Sunil. "Direct to Consumer Brands." Harvard Business School Case 520-060, January 2020. (Revised May 2020.)
- 2014
- Other Teaching and Training Material
Marketing Reading: Brands and Brand Equity
By: Rohit Deshpandé and Anat Keinan
Deshpandé, Rohit, and Anat Keinan. "Marketing Reading: Brands and Brand Equity." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8140, 2014.
- Article
Brand Tourists: How Non-Core Users Enhance the Brand Image by Eliciting Pride
By: Silvia Bellezza and Anat Keinan
This research examines how core consumers of selective brands react when non-core users obtain access to the brand. Contrary to the view that non-core users and downward brand extensions pose a threat to the brand, this work investigates the conditions under which... View Details
Bellezza, Silvia, and Anat Keinan. "Brand Tourists: How Non-Core Users Enhance the Brand Image by Eliciting Pride." Journal of Consumer Research 41, no. 2 (August 2014): 397–417.
- August 2015
- Case
Building an e-Commerce Brand at Wayfair
By: Thales Teixeira and Elizabeth Anne Watkins
Wayfair, Inc. comprised five home goods, furniture, and décor e-commerce brands. Wayfair.com, the main brand, which was responsible for the majority of sales, targeted the mass-middle home-goods market. AllModern, DwellStudio, Joss & Main, and Birch Lane were niche... View Details
Keywords: E-commerce; Wayfair; Wayfair.com; Amazon; Retailing; Furnishing; Funnel; Attribution; ＂Marketing Analytics＂; Brand Building; Digital Platforms; Marketplace Matching; Marketing; Marketing Communications; Marketing Strategy; Internet and the Web; Media; Supply Chain; Supply Chain Management; Communication; Advertising; Resource Allocation; Decisions; Advertising Industry; Communications Industry; Consumer Products Industry; Retail Industry; United States
Teixeira, Thales, and Elizabeth Anne Watkins. "Building an e-Commerce Brand at Wayfair." Harvard Business School Case 516-028, August 2015.
- Research Summary
Creating and Consuming Brand Meaning
By: Jill J. Avery
This vibrant stream explores how managers build meaning into their brands through narrative stories, and nurture, leverage, and maintain meaning over time. It also explores how consumers use this meaning embedded in brands to construct their identities and live their... View Details
- Program
Creating Brand Value
Summary Consumer brands are one of the most valuable sources of sustainable competitive advantage, but managing brands and achieving their full potential has never been more difficult. Today's consumers are... View Details
- October 2007 (Revised March 2008)
- Case
Dove: Evolution of a Brand
By: John A. Deighton
Examines the evolution of Dove from functional brand to a brand with a point of view after Unilever designated it as a masterbrand, and expanded its portfolio to cover entries into a number of sectors beyond the original bath soap category. The development causes the... View Details
Keywords: History; Expansion; Marketing Strategy; Social Marketing; Digital Marketing; Brands and Branding; Consumer Products Industry; Beauty and Cosmetics Industry
Deighton, John A. "Dove: Evolution of a Brand." Harvard Business School Case 508-047, October 2007. (Revised March 2008.) (request a courtesy copy.)
- January 2019
- Case
Understanding the Brand Equity of Nestlé Crunch Bar: A Market Research Case
By: Jill Avery and Gerald Zaltman
In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of 20 of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Under the terms of the Nestlé acquisition, each of the purchased... View Details
Keywords: Brand Equity; Marketing; Market Research; Qualitative Research; Marketing Communication; Customer Satisfaction; Brands and Branding; Consumer Behavior; Marketing Communications; Marketing Strategy; Food and Beverage Industry; United States; North America; Italy
Avery, Jill, and Gerald Zaltman. "Understanding the Brand Equity of Nestlé Crunch Bar: A Market Research Case." Harvard Business School Case 519-061, January 2019.