Publications

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

Fall–Winter 2009
Article

Can Brand Obama Rescue Brand America?

By: John A. Quelch and Katherine E. Jocz

Read Now

17 Oct 2007
Research & Ideas

Why Global Brands Work

Nissan, and Honda sold standard products under a single brand umbrella. For decades, Ford adapted its manufacturing platforms, features, and model names from one country to... View Details

Keywords: by John A. Quelch; Auto

May 2020 (Revised August 2022)
Teaching Note

Direct to Consumer Brands

By: Sunil Gupta

In recent years, we have seen a dramatic rise of direct-to-consumer (DTC) brands. 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 attain valuations... View Details

Keywords: Direct-to-consumer; Digital Marketing; Industry Evolution; Business Startups; Internet and the Web; Brands and Branding; Marketing; Change; Consumer Behavior

April 2020
Teaching Note

Tailor Brands: Artificial Intelligence-Driven Branding

By: Jill Avery

Using proprietary artificial intelligence technology, startup Tailor Brands set out to democratize branding by allowing small businesses to create their brand identities by automatically generating logos in just minutes at minimal cost with no branding or design skills... View Details

Keywords: Marketing; Brands and Branding; Marketing Strategy; Advertising Industry; Technology Industry; United States; North America

10 Oct 2007
Research & Ideas

“Blank” Inside: Branding Ingredients

brand-building to add the ingredient brand on the package as well as in advertising? There are 4 conditions: 1. The ingredient is highly differentiated, usually supported by patent protection, and so adds an... View Details

Keywords: by John Quelch; Aerospace; Consumer Products

January 2019
Supplement

Understanding the Brand Equity of Nestlé Crunch Bar (B): Data Analysis

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. Luckily, an old consumer research study on the Nestlé Crunch Bar... View Details

17 Mar 2014
News

Social Media And Branding

22 Feb 2022
News

Brand New

World War II, members played a key role in the Normandy invasion. When Sundy left the army for the corporate world, he turned his attention to similarly storied names such as Cheerios, Betty Crocker, KitchenAid, and Maytag in his... View Details

Keywords: April White; manufacturing; life experience; leadership; Black; African American; Furniture and Related Product Manufacturing; Furniture and Related Product Manufacturing

October 1995 (Revised January 1998)
Case

Heineken N.V.: Global Branding and Advertising

By: John A. Quelch

Heineken managers are evaluating the results of the research projects designed to identify the values of the Heineken brand and to translate these into effective advertising messages. View Details

Keywords: Value; Advertising Campaigns; Globalization; Brands and Branding; Food and Beverage Industry

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; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry

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

May 2020 (Revised July 2020)
Teaching Note

Brand Activism: Nike and Colin Kaepernick

By: Jill Avery and Koen Pauwels

Teaching Note for HBS Case No. 519-046. Nike’s selection of politically polarizing Colin Kaepernick as the spokesperson for the thirtieth anniversary of its iconic “Just Do It” campaign catapulted the brand into the media spotlight and made it a political flashpoint... View Details

Keywords: Marketing; Brands and Branding; Advertising; Advertising Campaigns; Marketing Strategy; Marketing Communications; Corporate Social Responsibility and Impact; Consumer Products Industry; Sports Industry; United States; North America

August 2000
Exercise

Brand Report Card Exercise

Designed primarily to give students the opportunity to evaluate brands by breaking down individual attributes and analyzing performance in these areas. In doing so, students will be able to isolate a brand's distinct characteristics and decide which areas are the most... View Details

Keywords: Brands and Branding

February 2002 (Revised December 2003)
Case

H-E-B Own Brands

By: V. Kasturi Rangan and Marie Bell

H-E-B is a $9 billion grocery chain located in Southwest Texas. This case focuses on H-E-B's private label strategy, a product category that accounts for 19% of H-E-B's sales and one that earns gross margins 50% higher than national brands. A leader in its markets,... View Details

Keywords: Growth and Development; Market Entry and Exit; Supply Chain Management; Private Ownership; Sales; Strategy; Competitive Strategy

January 2014 (Revised February 2015)
Case

YouTube for Brands

By: Thales Teixeira and Leora Kornfeld

This case examines the changes employed by YouTube to make the massively popular site more attractive to brands. Building from its base of amateur, user-generated content, YouTube had turned to experimenting with professionally-made content and organizing its videos... View Details

Keywords: Marketing; Internet and the Web; Decision Choices and Conditions; Digital Marketing; Brands and Branding; Motion Pictures and Video Industry; Motion Pictures and Video Industry; Motion Pictures and Video Industry