Publications

01 Feb 2017
News

The Hot New Brand of Higher Education

10 Oct 2007
Research & Ideas

“Blank” Inside: Branding Ingredients

the quality of what's inside. We need the assurance of the Sunkist brand. A variant on this theme is ingredient branding: putting the brand of an... View Details

Keywords: by John Quelch; Aerospace; Consumer Products

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

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

24 Apr 2014
News

Addressing the housing needs of India’s poor

community engagement, design, and affordability as the key elements of improving housing conditions for the poor. It provides an alternative to traditional models of... View Details

26 Jan 2010
News

Lessons for the American housing market

August 2021 (Revised March 2022)
Case

Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences

By: Jill Avery and Rayan Nahas

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

2007
Report

The Branding of Next Generation Products

By: Marco Bertini, John T. Gourville and Elie Ofek

04 Mar 2025
News

The Evolution of Luxury Brand Porsche

July 2012 (Revised July 2014)
Case

Warby Parker: Vision of a 'Good' Fashion Brand

By: Christopher Marquis and Laura Velez Villa

In its third year of existence and poised to double its workforce, Warby Parker attributed its success to an innovative approach in the eyewear industry and to the company culture that supported it. With a mission combining social and business goals, the company had... View Details

Keywords: Entrepreneurship; Innovation; Business And Society; Social Responsiblity; Organizational Behavior; Social Entrepreneurship; Growth Management; Corporate Social Responsibility and Impact; Brands and Branding; Organizational Culture; Marketing Strategy; Innovation and Invention; Apparel and Accessories Industry; Health Industry; United States

17 Oct 2007
Research & Ideas

Why Global Brands Work

bureaucracy in which regional managers exaggerate the need for local adaptations to defend their turf; and a deteriorating market share, financial performance, and stock price. Fords worldwide should have a common look, feel, and brand... View Details

Keywords: by John A. Quelch; Auto

23 Jun 2010
News

The perils of a tarnished brand

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; Advertising Industry; Motion Pictures and Video Industry; Entertainment and Recreation Industry

22 Feb 2022
News

Brand New

Rob Sundy (MBA 2004) has an unabashed fondness for Americana. It’s an interest he traces back to an unexpected source: his time as a paratrooper in the 82nd Airborne. “It’s a historic unit,” says the West Point graduate, noting that many View Details

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

February 2017
Case

Shang Xia: The Creation of a Chinese Luxury Lifestyle Brand

By: Anat Keinan, Sandrine Crener, Jing Xu, Janet Borgerson, Jonathan Schroeder and Zhiyan Wu

The case traces the birth of Shang Xia, a joint venture between the Hermès Group and Chinese designer Jiang Qiong Er. Launched in 2009 in Shanghai, the new brand's core mission is to revive and promote China’s 5,000-year-old cultural heritage and leverage Chinese... View Details

Keywords: Brands and Branding; Marketing Strategy; Product Positioning; Luxury; China

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