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Show Results For
-
All HBS Web
(961)
- People (2)
- News (242)
- Research (581)
- Multimedia (5)
- Faculty Publications (200)
- 11 Mar 2019
- Research & Ideas
Branding Sells Cereal, Handbags, and Vacations. Can It Sell a Country?
efforts in two recent cases, “The Brand Management of Places” and “Israel at 70: Is it Possible to (re)Brand a Country?” Success without a roadmap Government and business leaders hoping to shift the...
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- 24 Mar 2017
- News
Personalizing the Path to Professional Success for Women
The business launched in March 2016 and has found clients among a diverse population of women and companies that cross all industries and geographies, says Skeete Tatum. The platform has a range of offerings from personal brand and...
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- May 2011
- Article
Underdog Branding: Why Underdogs Win in Recessions
By: Neeru Paharia, Anat Keinan and Jill Avery
Underdog stories about overcoming great odds through passion and determination are particularly resonant during difficult times as they inspire us and give us hope when the outlook we face is bleak. They promise that success is still possible, a much needed message in...
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Keywords:
Marketing;
Brand Building;
Brand Management;
Brand Positioning;
Competitive Positioning;
Brands and Branding;
Economics;
Marketing Communications;
Marketing Strategy;
Advertising Campaigns;
Advertising Industry;
Apparel and Accessories Industry;
Beauty and Cosmetics Industry;
Consumer Products Industry;
Fashion Industry;
Food and Beverage Industry
Paharia, Neeru, Anat Keinan, and Jill Avery. "Underdog Branding: Why Underdogs Win in Recessions." European Business Review (May 2011): 53–56. (Invited Article.)
- Web
Brand Name Management - The Art of American Advertising
Education Alumni Baker Library Historical Collections Visual Resources More Exhibits Exhibition Gallery Research Links Site Credits The Art of American Advertising: Brand Name Management National Markets Advertising Products Trade...
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- 19 Mar 2008
- Research & Ideas
Finding Success in the Middle of the Market
dealers and consumers alike. The other products in the line—and their relative prices—hinge on the midfield entry. “Midfield is a moving target.” A company controls midfield by fielding a complete product line that includes backs and forwards. In its supermarkets,...
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- 28 Mar 2016
- News
The Alum Building a Brand New City in Panama
Colombian billionaire Jaime Gilinski (MBA 1980) is the man behind what Forbes calls “the most audacious real estate project in the world”: the redevelopment of Howard Air Force Base along the Panama Canal. After the United States left in 1999, Gilinski—a View Details
- January 2015 (Revised November 2016)
- Case
La Martina: Leveraging Polo's Luxury Lifestyle
By: Anat Keinan, Maria Fernanda Miguel and Sandrine Crener
Founded in 1984 in Buenos Aires, Argentina, La Martina has grown from a high-end polo equipment company into a global fashion brand with operations in 56 countries. Polo, which is not only a sport but also a way of life, is at the core of the brand DNA. Polo is a...
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Keywords:
Luxury Brand;
Digital Marketing;
Premium Brands;
Fashion;
Leather Goods;
Retail;
Globalization;
Brand Positioning;
Brand Extension;
Lifestyle Brand;
Growth Strategy;
Polo;
Entrepreneurship;
Family Business;
Brand Partnerships;
Business Model;
Product Positioning;
Diversification;
Luxury;
Sports;
Brands and Branding;
Consumer Products Industry;
Fashion Industry;
Sports Industry;
Buenos Aires
Keinan, Anat, Maria Fernanda Miguel, and Sandrine Crener. "La Martina: Leveraging Polo's Luxury Lifestyle." Harvard Business School Case 515-085, January 2015. (Revised November 2016.)
- January 2015 (Revised July 2015)
- Case
Jimmy Choo
By: Anat Keinan and Sandrine Crener
Jimmy Choo is a British luxury accessories brand, specializing in shoes, handbags, accessories, and fragrances. Founded in 1996 in London by couture shoe designer Jimmy Choo and Vogue accessories editor Tamara Mellon OBE, the brand enjoyed immediate success and rapidly...
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Keywords:
Luxury Brand;
Fashion;
Designer Brand;
Shoe;
Fashion Accessories;
Retail;
Entrepreneurship;
Branding;
Brand Positioning;
New Market Development;
Entry Into China;
Luxury Chinese Market;
Global Brands;
Growth Strategy;
Jimmy Choo;
Christian Louboutin;
China;
Globalized Firms and Management;
Marketing Strategy;
Market Entry and Exit;
Luxury;
Cross-Cultural and Cross-Border Issues;
Brands and Branding;
Fashion Industry;
Apparel and Accessories Industry;
China;
Great Britain
Keinan, Anat, and Sandrine Crener. "Jimmy Choo." Harvard Business School Case 515-073, January 2015. (Revised July 2015.)
- May 2018
- Case
Inditex: 2018
By: John R. Wells and Gabriel Ellsworth
In 2018, Inditex, based in Spain, was the largest specialist fashion retailer in the world, generating sales of $31.5 billion in 2017 from a portfolio of eight retail brands selling through a total of 7,475 stores located in 96 countries and from websites in 49...
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Keywords:
Fashion;
Succession;
IPO;
Competition;
Initial Public Offering;
Multinational Firms and Management;
Management Succession;
Growth and Development Strategy;
Competitive Strategy;
Apparel and Accessories Industry;
Retail Industry;
Fashion Industry
Wells, John R., and Gabriel Ellsworth. "Inditex: 2018." Harvard Business School Case 718-515, May 2018.
- February 5, 2009
- Comment
In Praise of Marketing
By: John A. Quelch
Many dismiss marketing as manipulative, deceptive, and intrusive. Marketing, they argue, focuses too much of our attention on material consumption. More recently, Benjamin Barber, in his 2007 book Consumed, claims that marketing is "sucking up the air from every other...
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Keywords:
Marketing;
Consumer Loyalty;
Local Vs. Global Branding;
Multi-national Brands;
Misleading and Fraudulent Advertising;
Customer Value and Value Chain;
Customer Satisfaction;
Globalized Economies and Regions;
Cross-Cultural and Cross-Border Issues;
Multinational Firms and Management;
Globalized Markets and Industries;
Brands and Branding;
Marketing Communications;
Marketing Strategy;
Product Positioning
Quelch, John A. "In Praise of Marketing." Harvard Business School Working Knowledge (February 5, 2009).
- May–June 2023
- Article
A New Approach to Building Your Personal Brand: How to Communicate Your Value
By: Jill Avery and Rachel Greenwald
For better or worse, in today’s world everyone is a brand. Whether you’re applying for a job, asking for a promotion, or writing a dating profile, your success will depend on getting others to recognize your value. So you need to get comfortable marketing...
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Keywords:
Personal Brand;
Influencer Marketing;
Leadership Development;
Marketing;
Brands and Branding;
Identity;
Reputation;
Competency and Skills
Avery, Jill, and Rachel Greenwald. "A New Approach to Building Your Personal Brand: How to Communicate Your Value." Harvard Business Review 101, no. 3 (May–June 2023): 147–151.
- February 2006
- Case
Bumble and bumble: Building a Successful Business in Beauty and Fashion
By: Nancy F. Koehn and Erica Helms
Explores the creation and subsequent rise of Bumble and bumble, a trend-setting hair-care company. Analyzes the vision and achievements of the founding entrepreneur, Michael Gordon, and charts the evolution of the company within the $230 billion global beauty industry....
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Keywords:
Corporate Entrepreneurship;
Brands and Branding;
Mergers and Acquisitions;
Business Strategy;
Financial Condition;
Business Growth and Maturation;
Success;
Distribution;
Beauty and Cosmetics Industry;
Fashion Industry
Koehn, Nancy F., and Erica Helms. "Bumble and bumble: Building a Successful Business in Beauty and Fashion." Harvard Business School Case 806-084, February 2006.
- December 2009
- Case
TruEarth Healthy Foods: Market Research for a New Product Introduction
By: V. Kasturi Rangan and Sunru Yong
Topics covered include: consumer marketing, market research, new product introduction, and quantitative analysis. TruEarth Healthy Foods, a maker of gourmet pastas, sauces, and meals, wants to build on its successful introduction of fresh whole grain pasta by...
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Keywords:
Market Research;
Consumer Marketing;
Brands;
Food;
Marketing Strategy;
Consumer Behavior;
Forecasting and Prediction;
Product Launch;
Brands and Branding;
Retail Industry;
Food and Beverage Industry
Rangan, V. Kasturi, and Sunru Yong. "TruEarth Healthy Foods: Market Research for a New Product Introduction." Harvard Business School Brief Case 094-065, December 2009.
- January 2015 (Revised December 2015)
- Case
Mauboussin
By: Anat Keinan, Sandrine Crener and Audrey Azoulay
Mauboussin is a French jewelry brand founded in 1827 in Paris. In the 1920s, the company earned a huge notoriety for capturing the aesthetic and emotional dimension of the Art Deco movement in its design and gained a worldwide reputation for innovation and expertise in...
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Keywords:
Luxury;
Luxury Brand;
Luxury Goods;
Jewelry;
Jewels;
Retail;
Brand Repositioning;
Brand Rejuventation;
Brand Positioning;
New Market Development;
Entry In The US Market;
American Jewelry Market;
Global Brands;
Growth Strategy;
Mauboussin;
Entrepreneurship;
Failure;
International Marketing;
Organizational Change and Adaptation;
Wealth;
Marketing Strategy;
Expansion;
Brands and Branding;
Apparel and Accessories Industry;
France
Keinan, Anat, Sandrine Crener, and Audrey Azoulay. "Mauboussin." Harvard Business School Case 515-076, January 2015. (Revised December 2015.)
- February 2013 (Revised May 2013)
- Case
Juan Valdez: Innovation in Caffeination
By: Michael I. Norton and Jeremy Dann
Corporate entrepreneurs attempt to revive Colombia's famous Juan Valdez brand in the age of Starbucks, with café chain and packaged coffee ventures. In the 1970s and 80s, the iconic "Juan Valdez" ingredient brand was the most recognized in the world of coffee. The...
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Keywords:
Innovation;
Branding;
Global Business;
Sales;
Marketing;
Retailing;
Corporate Strategy;
Organizational Change;
Corporate Entrepreneurship;
Brands and Branding;
Innovation and Invention
Norton, Michael I., and Jeremy Dann. "Juan Valdez: Innovation in Caffeination." Harvard Business School Case 513-090, February 2013. (Revised May 2013.)
- December 2020
- Case
Château Margaux: Serving Up the Third Wine
By: Elie Ofek
In fall 2019, Corinne Mentzelopoulos, owner of the famous first-growth Château Margaux, is pondering a series of decisions with respect to the chateau's third wine. Margaux du Château Marguax, as this wine was called, was launched in 2013 with a particular goal in mind...
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Keywords:
Brand Management;
Pricing;
Wine Industry;
Marketing Strategy;
Product Marketing;
Performance Evaluation;
Price;
Distribution Channels;
Growth and Development Strategy;
France
Ofek, Elie. "Château Margaux: Serving Up the Third Wine." Harvard Business School Case 521-054, December 2020.
- April 2013
- Case
Luca de Meo at Volkswagen Group
By: Linda A. Hill and Dana M. Teppert
Luca de Meo, chief marketing officer of Volkswagen Group, reflects on his time leading the marketing department at Volkswagen Passenger Cars brand. In particular, he thinks about the environmental sustainability initiative launched by marketing called "Think Blue" and...
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Keywords:
Marketing;
Sustainability;
Branding;
Leadership;
Change Management;
Environmental Sustainability;
Auto Industry;
Germany
Hill, Linda A., and Dana M. Teppert. "Luca de Meo at Volkswagen Group." Harvard Business School Case 413-124, April 2013.
- May 2013 (Revised March 2014)
- Case
Gap, Inc., 2012
By: John R. Wells and Galen Danskin
Between 2000 and 2012, Gap, Inc. (Gap) ceded its world leadership position in specialty fashion retailing to Inditex of Spain and H&M of Sweden. These two companies, each less than a quarter of Gap's size in 2000, were now setting the pace in the global mass fashion...
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Keywords:
Strategic Change;
Fashion;
Multinational;
Brands;
Competition;
Multinational Firms and Management;
Performance Improvement;
Strategy;
Brands and Branding;
Change Management;
Retail Industry;
Fashion Industry;
Apparel and Accessories Industry;
Sweden;
Spain;
United States
Wells, John R., and Galen Danskin. "Gap, Inc., 2012." Harvard Business School Case 713-511, May 2013. (Revised March 2014.)
- September 2016 (Revised April 2020)
- Case
Dwyane Wade
By: Anita Elberse and Jennifer Schoppe
In July 2016, while on his annual China tour to help promote the sportswear brand Li-Ning, basketball superstar Dwyane Wade and his long-time business manager, Lisa Joseph-Metelus, face a decision regarding one of his other business partnerships—that with the American...
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Keywords:
Branding;
Fashion;
Superstar;
Celebrity Endorsement;
Innovation;
Creative Industries;
Talent;
General Management;
Sports;
Entertainment;
Brands and Branding;
Marketing;
Management;
Strategy;
Personal Development and Career;
Consumer Products Industry;
Fashion Industry;
Sports Industry;
China
Elberse, Anita, and Jennifer Schoppe. "Dwyane Wade." Harvard Business School Case 517-035, September 2016. (Revised April 2020.)
- February 2021 (Revised July 2022)
- Case
Sarah Breedlove: Changing the World
By: Robert Simons and Max Saffer
This case describes the rise of Sarah Breedlove, who later called herself Madam C.J. Walker, from the cotton fields of Louisiana to the head of a successful, nationwide beauty company providing opportunity and hair care products to Black women. The case describes how...
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Keywords:
Brands;
African-american Entrepreneurs;
Entrepreneurship;
Values and Beliefs;
Personal Characteristics;
Success;
Work-Life Balance;
Business Startups;
Brands and Branding;
Marketing;
Personal Development and Career;
Beauty and Cosmetics Industry;
United States
Simons, Robert, and Max Saffer. "Sarah Breedlove: Changing the World." Harvard Business School Case 121-060, February 2021. (Revised July 2022.)