New Brand Development - Publications - Faculty & Research - Harvard Business School

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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

11 Jan 2000
Lessons from the Classroom

New Game, New Rules: Developing Managers for a Competitive World

from traditional, compartmentalized learning not only by assisting managers in developing new skills and competencies, but also by helping them integrate their newfound experience and learning in addressing... View Details

Keywords: by Staff

March 2022
Teaching Note

Farfetch: Digital Transformation for Luxury Brands

By: Jill Avery and Sunil Gupta

Teaching Note for HBS Case No. 522-051. Farfetch, a global luxury technology platform and digital marketplace had been surfing the wave of digital transformation in the luxury fashion industry since 2008. While the company’s stock price and market valuation had... View Details

Keywords: Brand Management; Retailing; Two Sided Markets; SaaS; Online Marketing; Marketing; Marketing Channels; Brands and Branding; Luxury; Digital Transformation; E-commerce; Digital Marketing; Retail Industry; Fashion Industry; London; United Kingdom; Portugal

19 Apr 2019
News

Tiger’s Back, and That’s Good News for Other Troubled Brands

April 2010 (Revised November 2011)
Teaching Note

Soren Chemical: Why is the New Swimming Pool Product Sinking (Brief Case)

By: V. Kasturi Rangan and Sunru Yong

Teaching Note for 4190 View Details

Keywords: Marketing Mix; New Product Marketing; Pricing; Branding; Marketing Strategy; Price; Marketing Channels; Product Launch; Brands and Branding; Communication Strategy

April 2010 (Revised November 2011)
Supplement

Soren Chemical: Why is the New Swimming Pool Product Sinking? Spreadsheet Supplement (Brief Case)

By: V. Kasturi Rangan and Sunru Yong

Keywords: Marketing Mix; New Product Marketing; Pricing; Branding; Price; Marketing Strategy; Marketing Channels; Product Launch; Brands and Branding; Communication Strategy

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

April 1992
Case

Time Inc. and New Magazine Development (B)

By: David J. Collis and Nancy Donohue

Keywords: Journals and Magazines; Product Development; Publishing Industry

Find at Harvard

April 2020
Teaching Note

Tailor Brands: Artificial Intelligence-Driven Branding

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

October 2019
Supplement

Airbus vs. Boeing (J): New Plane Developments (2016)

By: Ramon Casadesus-Masanell and Karen Elterman

This case describes Airbus and Boeing developments in 2016, including Airbus' delivery of the first A320neo (new engine option) and Boeing’s work on the 737 MAX and 777X programs. It also notes Airbus’ restructuring in 2016. View Details

Keywords: Product Development; Air Transportation; Projects; Competition; Restructuring; Manufacturing Industry; Air Transportation Industry; United States; Europe

August 2004
Article

New Manager Development for the 21st Century

Keywords: Management; Growth and Development

Find at Harvard

01 Oct 1999
News

New Chairman Updates Development in MBA Program

three-week Foundations program, which provides a few courses to give students a better foundation for the curriculum and a very important acculturation experience. The end result is that we can now go into more depth in the required curriculum. Are there any View Details

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

November 1991
Case

Time Inc. and New Magazine Development (A)

By: David J. Collis and Nancy Donohue

Keywords: Journals and Magazines; Product Development; Publishing Industry

Find at Harvard

28 Feb 2019
News

New Program Will Develop Leaders of Innovative Ventures

people have great ideas and drive, but they don’t necessarily have the skills, knowledge, or connections to execute yet. We’re excited to see what they will do.” HBS Dean Nitin Nohria believes the program will be a catalyst in developing... View Details

February 17, 2012
Blog Post

A New Era for Global Leadership Development

By: Bill George

Keywords: Leadership

March 1996 (Revised April 1996)
Case

State Street Bank and Trust Company: New Product Development

By: Gary P. Pisano and Maryam Golnaraghi

Portrays the dilemma faced by Marsh Carter, CEO and chairman of the board of State Street Bank, in May 1995. For the past decade, the bank earned continually expanding earnings through its rapidly growing custody business. Now, as that business matures and custodial... View Details

Keywords: Product Development; Finance; Problems and Challenges; Management Teams; Organizational Change and Adaptation; Change Management; Strategy; Banking Industry

28 Mar 2016
News

The Alum Building a Brand New City in Panama

experience—bought the base and began building a new city. “It was a white canvas to develop from the beginning,” Gilinski told Forbes. Today, nearly 1,000 buildings stand in Panama Pacifico—a property five... View Details

October 1996 (Revised December 2022)
Case

Chiquita Brands International (A)

By: Debora L. Spar and Terence Mulligan

When a new banana import policy is implemented in 1993 by the European Union, Chiquita Brands International, the world's largest banana distributor, watches its sales and net income plummet. The policy, Council Regulation (EEC 404/93), uses a new tariff and quota... View Details

Keywords: Plant-Based Agribusiness; Trade; Government and Politics; Policy; Market Design; Fairness; Agriculture and Agribusiness Industry; Latin America; European Union

July 2003 (Revised April 2005)
Case

Branding Citigroup's Consumer Business

By: Rohit Deshpande and Carin-Isabel Knoop

In Spring 1998, Citicorp and Travelers merged to create a financial powerhouse that united the bank with Travelers' consumer finance and brokerage businesses, including Salomon Smith Barney and Primerica. It was the first U.S. financial services company to combine... View Details

Keywords: Mergers and Acquisitions; Customer Focus and Relationships; Customer Relationship Management; Decisions; Asset Management; Investment Banking; Management Teams; Brands and Branding; Relationships; Business and Shareholder Relations; Banking Industry; United States

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