Luxury Branding - Publications - Faculty & Research - Harvard Business School

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01 Nov 2016
First Look

First Look - November 1, 2016

Leveraging Digital Opportunities: Research, Industry Practice, and Open Questions Luxury Branding Research: New Perspectives and Future Priorities By: Keinan, Anat, Sandrine Crener-Ricard, and Silvia... View Details

Keywords: Sean Silverthorne

14 Apr 2015
First Look

First Look: April 14

of people's relationships with brands and a demonstration of the important and timely implications of this evolving sub-discipline. A range of different brand relationship environments are explored in the... View Details

Keywords: Sean Silverthorne

December 1992 (Revised October 1993)
Case

BMW: The Ultimate Driving Machine Seeks to De-Yuppify Itself

By: Stephen A. Greyser and Wendy Smith Schille

Tracks changes in the luxury auto market during the 1980s and early 1990s. Shifts in target consumer behavior--particularly the yuppie lifestyle--serve as the basis for manufacturer modifications of product line, positioning, and advertising. The climax of the case is... View Details

Keywords: Advertising; Change Management; Transformation; Brands and Branding; Product Positioning; Production; Luxury; Segmentation; Auto Industry

July 2009 (Revised August 2010)
Case

Radiant Cosmetics: What's in a Pout?

By: Robert C. Pozen and Mary Ellen Webster Hammond

In 2006, Radiant Cosmetics president and CEO, Margaret Clark, was contemplating the launch of a new, lip-plumping product called "Four Carat Pout." Clark faced many decisions concerning the launch: marketing the product as a luxury brand or a retail item; how to... View Details

Keywords: Global Strategy; Globalized Markets and Industries; Intellectual Property; Marketing Strategy; Product Marketing; Product Launch; Product Positioning; Beauty and Cosmetics Industry

January 2000 (Revised May 2001)
Case

kate spade

Kate Spade's founders try to finance and grow their luxury handbag and accessories business. As the case ends, the founding team must decide among four potential strategic partners offering to purchase different shares of Kate Spade at various valuations. Includes... View Details

Keywords: Growth Management; Partners and Partnerships; Business Growth and Maturation; Brands and Branding; Apparel and Accessories Industry

January 2009 (Revised February 2010)
Case

Gucci Group in 2009

By: David B. Yoffie and Renee Kim

The Gucci Group had transformed itself into the world's third largest luxury retailer with multiple brands. The company had performed well even after the departure of star designer Tom Ford and former CEO Domenico De Sole. However, the challenging global economic times... View Details

Keywords: Financial Crisis; Brands and Branding; Organizational Change and Adaptation; Luxury; Corporate Strategy; Apparel and Accessories Industry; Retail Industry

October 2024
Case

Sacoor Brothers: From Co-Family CEOs to No Family CEOs?

By: Lauren Cohen, David Ager and Alpana Thapar

Sacoor Brothers, a luxury clothing retail company, was founded in 1989 in Lisbon, Portugal, by four brothers—Malik, Salim, Rahimo, and Moez. After establishing a strong presence in Portugal, the brothers were drawn to the rapidly growing retail markets in the Middle... View Details

January 2009
Case

VOSS Artesian Water from Norway

By: Youngme E. Moon, Gail J. McGovern, Daniela Beyersdorfer and Vincent Marie Dessain

VOSS is a Norwegian bottled water company that produces one of the world's purest drinking waters, sold at an ultra-premium price in a sleek cylindrical glass bottle of minimalist design. In the U.S. (the company's primary market), VOSS's high-end brand presence is... View Details

Keywords: Brands and Branding; Marketing Channels; Marketing Strategy; Product; Luxury; Food and Beverage Industry; Norway; United States

December 2018 (Revised December 2019)
Case

Commonwealth Joe Coffee Roasters

By: Alexander MacKay and Ramon Casadesus-Masanell

At the end of 2016, the leadership team of Commonwealth Joe Coffee Roasters—Robert Peck, Chase Damiano, and Jeremy Martin—had begun an ambitious retail expansion strategy in the Washington, D.C. metropolitan area for their specialty coffee business. That October, they... View Details

Keywords: Cold Brew Coffee; Specialty Coffee; On-premise Coffee Market; Retail Expansion Strategy; Entrepreneurship; Business Model; Brands and Branding; Expansion; Strategy; Decision Making; Food and Beverage Industry; Retail Industry

July 2022
Case

FIJI Water: Carbon Negative? (Abridged)

By: Michael W. Toffel, George Serafeim, Francesca Gino, Stephanie Van Sice and Tom Quinn

In the midst of increasing press scrutiny of the bottled water industry’s environmentally harmful practices, FIJI Water made a series of sustainability promises. The boldest of these was a pledge to go “carbon negative.” The company said that not only would they offset... View Details

Keywords: Carbon Footprint; Carbon Offsetting; Environmental Accounting; Climate Change; Environmental Sustainability; Pollution; Cross-Cultural and Cross-Border Issues; Misleading and Fraudulent Advertising; Non-Governmental Organizations; Brands and Branding; Food and Beverage Industry; Fiji; United States

23 May 2017
First Look

First Look at New Ideas and Research: May 23, 2017

https://cb.hbsp.harvard.edu/cbmp/product/517069-PDF-ENG Harvard Business School Case 517-032 Shang Xia: The Creation of a Chinese Luxury Lifestyle Brand The case traces the birth of Shang Xia, a joint... View Details

Keywords: Carmen Nobel

October 2005 (Revised June 2006)
Case

The Turnaround of Chris-Craft

By: William A. Sahlman, Geremy Connor, Brian Doherty, Andrew Murphy and Taylor Smith

Describes a set of issues confronting the owners of Chris-Craft, a manufacturer of high-end boats. The company can invest in new monobrand stores, new boat designs, and brand extensions (e.g., apparel). The owners have also recently purchased Indian Head Motorcycle out... View Details

Keywords: Entrepreneurship; Luxury; Brands and Branding; Manufacturing Industry; Motorcycle Industry; Entertainment and Recreation Industry; United States

Find at Harvard

12 Nov 2013
First Look

First Look: November 12

Publications November 2013 Journal of Consumer Research The Red Sneakers Effect: Inferring Status and Competence from Signals of Nonconformity By: Bellezza, Silvia, Francesca Gino, and Anat Keinan Abstract—We examine how people react to nonconforming behaviors, such... View Details

Keywords: Sean Silverthorne

November 2014
Case

Nestlé SA, 2014

By: John R. Wells and Galen Danskin

In 2014, Nestlé was the largest producer of packaged foods and beverages in the world. 2013 revenues were $103.7 billion and operating profits $16.1 billion (15.5% of sales). The company owned 29 mega brands, each generating more than Euro 1 billion ($1.25 billion).... View Details

Keywords: Consumer Products; Acquisitions; Strategy; Goods and Commodities; Nutrition; Emerging Markets; Corporate Social Responsibility and Impact; Competitive Strategy; Consumer Products Industry; Europe

February 2001 (Revised February 2002)
Case

Estee Lauder and the Market for Prestige Cosmetics

By: Nancy F. Koehn

Opens with a brief history of the U.S. cosmetics market and its rapid development in the 1920s. Also recounts Lauder's initial involvement in the sector, making skin care products and selling them in Manhattan beauty parlors during the Great Depression. Pays particular... View Details

Keywords: Fluctuation; Organizational Change and Adaptation; Market Entry and Exit; Entrepreneurship; Luxury; Business Strategy; Society; Beauty and Cosmetics Industry; United States

January 2006 (Revised March 2007)
Case

Dr. Ing. h.c. F. Porsche AG (A): True to Brand?

By: Jeffrey Fear and Carin-Isabel Knoop

Examines one of the most important entrepreneurial decisions made in the history of Porsche, made in early 1998: to build a sport utility vehicle (SUV)--the Cayenne. After decades of relying on one or two sports car models and nearly going bankrupt and losing its... View Details

Keywords: Diversification; Supply Chain Management; Luxury; Insolvency and Bankruptcy; Globalization; Brands and Branding; Manufacturing Industry; Auto Industry

September 2020
Supplement

Commonwealth Joe: January 2020 Update from CEO Robert Peck

By: Alexander J. MacKay

At the end of 2016, the leadership team of Commonwealth Joe Coffee Roasters—Robert Peck, Chase Damiano, and Jeremy Martin—had begun an ambitious retail expansion strategy in the Washington, D.C. metropolitan area for their specialty coffee business. That October, they... View Details

Keywords: Cold Brew Coffee; Specialty Coffee; On-premise Coffee Market; Retail Expansion Strategy; Entrepreneurship; Business Model; Brands and Branding; Expansion; Strategy; Decision Making; Food and Beverage Industry; Retail Industry

December 2021 (Revised September 2022)
Case

Moleskine: Daniela Riccardi Turns the Page

By: Ryan Raffaelli and Sarah Gulick

Newly appointed CEO Daniela Riccardi needed to develop and present an action plan to the board of the company that owned Moleskine. Riccardi was hired because Moleskine had recently overextended its reach and needed more focus and discipline. Having previously served... View Details

Keywords: Rebranding; Brands and Branding; Organizational Change and Adaptation; Operations; Planning; Retail Industry; Italy

February 2025
Supplement

Moleskine: Daniela Riccardi Turns the Page

By: Ryan Raffaelli

Newly appointed CEO Daniela Riccardi needed to develop and present an action plan to the board of the company that owned Moleskine. Riccardi was hired because Moleskine had recently overextended its reach and needed more focus and discipline. Having previously served... View Details

Keywords: Brands and Branding; Organizational Change and Adaptation; Distribution Channels; Planning; Leading Change; Organizational Culture; Product Marketing; Retail Industry; Italy

03 Jan 2007
First Look

First Look: January 3, 2007

http://www.hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=707445 Marketing Chateau Margaux Harvard Business School Case 507-033 Chateau Margaux, luxury brand or connoisseur brand? Although France is... View Details

Keywords: Sean Silverthorne

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