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  • January 2021
  • Teaching Note

Pattern Brands

By: Sunil Gupta, Elie Ofek and Julia Kelley
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Gupta, Sunil, Elie Ofek, and Julia Kelley. "Pattern Brands." Harvard Business School Teaching Note 521-050, January 2021.
  • 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
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Siegel, Jordan, and Christopher Poliquin. "Yum! Brands." Harvard Business School Case 712-422, May 2012. (Revised October 2012.)
  • 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
  • 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
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Fournier, Susan M., and Julie Yao. "Case for Brand Loyalty, A." Harvard Business School Case 598-023, June 1998. (Revised September 1998.)
  • 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
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Keenan, Elizabeth A., and Jill Avery. "Adeo Health Science: Turning a Product into a Brand." Harvard Business School Case 518-065, January 2018. (Revised May 2019.)
  • 13 Sep 2010
  • Research & Ideas

The Consumer Appeal of Underdog Branding

attractive. Why? The reason might be an increasing willingness on the part of consumers to identify with the underdog. In today's economically difficult times, it appears, underdog brands are gaining psychological, and real, power in the... View Details
Keywords: by Martha Lagace
  • March 2012 (Revised April 2012)
  • Teaching Plan

Branding Yoga (TP)

By: Rohit Deshpande, Rohit Deshpandé, Kerry Herman and Annelena Lobb
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Deshpandé, Rohit. "Branding Yoga (TP)." Harvard Business School Teaching Plan 512-079, March 2012. (Revised April 2012.)
  • 27 Nov 2019
  • Sharpening Your Skills

Secrets for Creating a Long-Lasting Brand

A well articulated and adored brand is more valuable to a business than any single product. But they are also vulnerable—a crippled brand, like a a piece of fine crystal with an alarming crack, is one jostle away from breaking apart.... View Details
Keywords: by Sean Silverthorne; Retail
  • Research Summary

Branding in Digital and Social Media

By: Jill J. Avery
This very contemporary line of research explores the rapidly changing digital world, and investigates how emerging technologies are creating a new consumer culture in which consumers expect to be partners in the co-creation of brands.  The work explores the branding... View Details
  • December 2015
  • Teaching Plan

YouTube for Brands

By: Thales S. Teixeira and Matthew G. Preble
This teaching plan is designed to support Thales S. Teixeira's and Leora Kornfeld's "YouTube for Brands," HBS No. 514-048. View Details
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Teixeira, Thales S., and Matthew G. Preble. "YouTube for Brands." Harvard Business School Teaching Plan 516-044, December 2015.
  • 09 Jul 2008
  • Research & Ideas

Starbucks’ Lessons for Premium Brands

coffee, revitalizing the quality of its standard beverages. But none of these moves addressed the fundamental problem: Starbucks is a mass brand attempting to command a premium price for an experience that is no longer special. Either you... View Details
Keywords: by John Quelch; Retail
  • Article

Brand Values and Capital Market Valuation

By: Mary Barth, Michael B. Clement, George Foster and Ron Kasznik
Brand value estimates are significantly positively related to prices and returns, incremental to accounting variables. Questionable brand value estimate reliability underlies lack of financial statement recognition for brands. Findings suggest estimates are relevant... View Details
Keywords: Brands and Branding; Valuation
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Barth, Mary, Michael B. Clement, George Foster, and Ron Kasznik. "Brand Values and Capital Market Valuation." Review of Accounting Studies 3, nos. 1-2 (1998): 41–68.
  • July 2006 (Revised October 2006)
  • Case

Lenovo: Building A Global Brand

By: John A. Quelch and Carin-Isabel Knoop
Announced in December 2004, the $1.75 billion acquisition of IBM's PC division by Lenovo, China's largest PC maker, made headlines around the world. A relative upstart in the business, Lenovo acquired the division of IBM that invented the PC in 1981. While Lenovo was... View Details
Keywords: Marketing Strategy; Multinational Firms and Management; Information Infrastructure; Global Strategy; Acquisition; Brands and Branding; Manufacturing Industry; Computer Industry; China
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Quelch, John A., and Carin-Isabel Knoop. "Lenovo: Building A Global Brand." Harvard Business School Case 507-014, July 2006. (Revised October 2006.)
  • 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
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Groysberg, Boris, and Sarah L. Abbott. "Restaurant Brands International: Version 2.0." Harvard Business School Case 422-047, April 2022. (Revised August 2022.)
  • April 2000 (Revised November 2000)
  • Case

Computer Power Group: Designing Brand Architecture

Computer Power Group (CPG), an Australian-based consulting, education, and staffing placement firm in the IT industry, is contemplating a brand architecture capable of structuring its eight branded business units. CEO Peter James is particularly curious about whether a... View Details
Keywords: Brands and Branding; Employment Industry; Education Industry; Consulting Industry; Australia
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Fournier, Susan M., and Andrea Carol Wojnicki. "Computer Power Group: Designing Brand Architecture." Harvard Business School Case 500-060, April 2000. (Revised November 2000.)
  • 07 Jun 2016
  • Op-Ed

Can Brand Trump Win a Presidency?

In the marketplace, Brand Trump is authentic. It stands for aspiration and success, but more the ostentatious and flashy success that appeals to the newly wealthy, the entrepreneur, the outsider. For these consumers, View Details
Keywords: by John A. Quelch; Advertising; Media & Broadcasting
  • 23 Apr 2012
  • Research & Ideas

How to Brand a Next-Generation Product

When Apple launched its latest iPad, experts and nonexperts alike expected it to be dubbed "iPad 3," a natural follow-on to the second-generation iPad 2. Instead, the company called the new iPad just that: "the new iPad." Observers debated whether... View Details
Keywords: by Carmen Nobel
  • 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
  • November 2017
  • Supplement

Taj Brand Relaunch

By: Krishna G. Palepu
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Palepu, Krishna G. "Taj Brand Relaunch." Harvard Business School Multimedia/Video Supplement 118-704, November 2017.
  • summer 2001
  • Article

Branding Means Connecting

By: Nancy F. Koehn
Keywords: Brands and Branding; Customer Relationship Management
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Koehn, Nancy F. "Branding Means Connecting." New Business: Entrepreneurial Pursuits at Harvard Business School (summer 2001).
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