Publications

March 2022 (Revised July 2022)
Teaching Note

Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences

By: Jill Avery

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

22 Dec 2020
Cold Call Podcast

Dove: Maintaining a Brand with Purpose

January 2021
Teaching Note

Pattern Brands

By: Sunil Gupta, Elie Ofek and Julia Kelley

May 2012 (Revised October 2012)
Case

Yum! Brands

By: Jordan Siegel and Christopher Poliquin

Yum!, the owner of KFC, Pizza Hut, and Taco Bell, asks what might be the lessons from its success in China for currently contemplated expansion into India and Africa. Also, the company contemplates whether Taco Bell can succeed abroad as part of a new expansion push.... View Details

Keywords: International Business; International Marketing; Global Strategy; Competitive Strategy; Food and Beverage Industry; United States; Europe; Australia; Africa; Asia

August 1989 (Revised October 1990)
Case

Reebok Brands

By: David E. Bell and Christian Schaack

Keywords: Apparel and Accessories Industry

Find at Harvard

January 2002
Supplement

Healthcare Brands

By: David F. Hawkins

10 May 2015
Blog Post

Brand Strategist Turns Entrepreneur

Becoming an entrepreneur wasn’t part of Desiree Stolar’s plan. A brand strategy and market research consultant, Desiree (MBA 2015) expected to hone her skills at HBS and then return to the field she loved. That all changed when her... View Details

13 Mar 2005
Research & Ideas

The Tricky Business of Nonprofit Brands

Are brand management issues faced by a powerful for-profit company such as Toyota the same as those navigated by an international non-government organization (NGO) such as the Red Cross? Yes and no. In their new book, The New Global... View Details

Keywords: by Manda Salls

01 Apr 2001
News

Books: Brand New

by Nancy F. Koehn (Harvard Business School Press) The creation of a powerful, widely recognized brand is the ultimate goal that every entrepreneur dreams of but few achieve. In her new book, Brand New: How... View Details

Keywords: Startbucks; HP, Hewlett-Packard, Microsoft, Dell, eBay; Estee Lauder; John Heinz (MBA 1963); Publishing Industries (except Internet); Information

April 2022 (Revised August 2022)
Case

Restaurant Brands International: Version 2.0

By: Boris Groysberg and Sarah L. Abbott

In 2010, 3G Capital acquired Burger King, the second largest burger chain globally. 3G expanded Burger King’s operations via acquisitions into a multi-brand business, renamed Restaurant Brands International. The acquisition had been a financial success story for 3G.... View Details

Keywords: Leadership; Growth and Development; Performance Evaluation; Private Equity; Franchise Ownership; Culture; Change Management; Strategy; Human Resources; Information Technology; Competition; Retail Industry; United States

November 2017
Supplement

Taj Brand Relaunch

By: Krishna G. Palepu

January 2018 (Revised May 2019)
Case

Adeo Health Science: Turning a Product into a Brand

By: Elizabeth A. Keenan and Jill Avery

For decades, American parents were warned to avoid introducing potential allergens to their babies prior to their first birthday. But two influential clinical studies caused the medical establishment to radically reverse its position. Parents were now warned that... View Details

Keywords: Startup; Health Care; Consumer; Consumer Products; Branding; Distribution; Retailing; Go To Market Strategy; Marketing; Marketing Channels; Marketing Communications; Brands and Branding; Marketing Strategy; Entrepreneurship; Health Care and Treatment; Consumer Products Industry; Health Industry; United States; North America

June 1998 (Revised September 1998)
Case

Case for Brand Loyalty, A

Brand loyalty is one of the core concepts of the marketing discipline that has enjoyed practical and academic attention for over 75 years. The era of relationship marketing, with its focus on retaining customers for life, has instilled yet greater interest in the... View Details

Keywords: Consumer Behavior; Brands and Branding

01 Apr 1999
News

A Vibrant Brand

rock scene, and last summer's launch of Blaze, a monthly that covers hip hop and caters to 12-to 24-year-olds, Vibe/Spin Ventures now reaches 1.5 million readers. Martha as Mentor As important as circulation figures are, Clinkscales realizes that expanding the Vibe... View Details

Keywords: Susan Young

07 Jun 2010
Research & Ideas

Improving Brand Recognition in TV Ads

some of those consumer eyeballs. In "Moment-to-Moment Optimal Branding in TV Commercials: Preventing Avoidance by Pulsing," forthcoming in Marketing Science, Teixeira and coauthors Michel Wedel of the University of Maryland and... View Details

Keywords: by Julia Hanna; Media & Broadcasting; Entertainment & Recreation

March 2012 (Revised April 2012)
Teaching Plan

Branding Yoga (TP)

By: Rohit Deshpande, Rohit Deshpandé, Kerry Herman and Annelena Lobb