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  • All HBS Web  (2,039)
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    • News  (424)
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← Page 8 of 2,039 Results →
  • June 2020
  • Teaching Note

Shiseido Acquires Drunk Elephant

By: Jill Avery
On October 7, 2019, the Shiseido Group announced that it would acquire clean skincare brand Drunk Elephant for $845 million, a valuation of 8.5 times sales. Did Shiseido pay too much or too little for this brand asset? How much was the Drunk Elephant brand worth and... View Details
Keywords: Brand Management; Brand Valuation; Brand Equity; Brand Value; Mergers & Acquisitions; Startup; DTC; Brand Portfolio Strategy; Marketing; Marketing Strategy; Brands and Branding; Mergers and Acquisitions; Valuation; Entrepreneurship; Business Startups; Beauty and Cosmetics Industry; Consumer Products Industry; United States; Japan; Asia; North America
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Avery, Jill. "Shiseido Acquires Drunk Elephant." Harvard Business School Teaching Note 520-121, June 2020.
  • August 2000
  • Article

Building Store Loyalty Through Store Brands

By: Marcel Corstjens and R. Lal
Keywords: Brands and Branding; Customer Relationship Management
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Corstjens, Marcel, and R. Lal. "Building Store Loyalty Through Store Brands." Journal of Marketing Research (JMR) 37, no. 3 (August 2000): 281–291.
  • 08 Apr 2011
  • News

Investing in the Family Brand

Keywords: Real Estate
  • 24 Sep 2018
  • News

Why Bad “Plot Twists” Ruin Brand Stories

  • November 2018 (Revised February 2019)
  • Case

Israel at 70: Is it Possible to (re)Brand a Country?

By: Elie Ofek and Sarah Gulick
In the spring of 2018, Israel was set to celebrate its 70th anniversary. While there was much to rejoice in reaching this milestone, the country’s brand image internationally was far from ideal. Past efforts to impact perceptions of Israel, spearheaded by the Ministry... View Details
Keywords: Branding; Brand Management Of Places; Nation Branding; Brand Positioning; Public Diplomacy; Marketing Communication; Brands and Branding; Marketing Communications; Perception; Change; Israel
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Ofek, Elie, and Sarah Gulick. "Israel at 70: Is it Possible to (re)Brand a Country?" Harvard Business School Case 519-006, November 2018. (Revised February 2019.)
  • May 2023
  • Teaching Note

Away: Scaling a DTC Travel Brand

By: Joseph B. Fuller and Jill Avery
Teaching Note for HBS Case No. 520-051. Away, a direct-to-consumer, digital native e-commerce seller of travel luggage, is debating how to invest its latest round of venture funding. How quickly could and should Away scale and what were the most promising growth... View Details
Keywords: Distribution; Growth and Development Strategy; E-commerce; Segmentation; Venture Capital; Consumer Products Industry
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Fuller, Joseph B., and Jill Avery. "Away: Scaling a DTC Travel Brand." Harvard Business School Teaching Note 523-109, May 2023.
  • 2015
  • Chapter

Framing the Game: How Brands' Relationships with Their Competitors Affect Consumer Preference

By: Neeru Paharia, Jill Avery and Anat Keinan
In this chapter, we explore how brands' relationships with their competitors affect consumers' preferences. Through a series of experiments, we show that the competitive context in which a brand operates can affect consumers' purchase interest and purchase frequency.... View Details
Keywords: Brand Management; CRM; Customer Relationship Management; Marketing Strategy; Marketing; Brands and Branding; Customer Focus and Relationships; Competition; Consumer Products Industry
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Paharia, Neeru, Jill Avery, and Anat Keinan. "Framing the Game: How Brands' Relationships with Their Competitors Affect Consumer Preference." Chap. 2 in Strong Brands, Strong Relationships, edited by Susan Fournier, Michael Breazeale, and Jill Avery. Abingdon, UK: Routledge, 2015.
  • 2012
  • Chapter

Firing Your Best Customers: How Smart Firms Destroy Relationships Using CRM

By: Jill Avery and Susan Fournier
With incidences in the 20%–25% range, the practice of firing customers has become increasingly attractive as firms try to maximize the lifetime value of their customer portfolios. This chapter traces the relationship trajectory of a 30-year customer of Filene's... View Details
Keywords: Brands; Brand Management; CRM; Customer Relationship Management; Customer Focus and Relationships; Customers; Marketing; Brands and Branding; Marketing Communications; Marketing Strategy; Consumer Products Industry
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Avery, Jill, and Susan Fournier. "Firing Your Best Customers: How Smart Firms Destroy Relationships Using CRM." In Consumer-Brand Relationships: Theory and Practice, edited by Susan Fournier, Michael Breazeale, and Marc Fetscherin, 301–316. Routledge, 2012. (Paperback edition published in 2013.)
  • 24 Jun 2002
  • Research & Ideas

Building ’Brandtopias’—How Top Brands Tap into Society

center of much discussion. The advice most often provided to managers is to weave the brand into the most potent popular culture trends. Recently, consultants and ad agencies began emphasizing the reverse:... View Details
Keywords: by Martha Lagace
  • 15 Dec 2008
  • Research & Ideas

The Surprisingly Successful Marriages of Multinationals and Social Brands

to managers and stimulating reflection among scholars, a new working paper by HBS professors James E. Austin and Herman B. "Dutch" Leonard looks at how and why such acquisitions occur and how to View Details
Keywords: by Sarah Jane Gilbert; Consumer Products; Food & Beverage
  • December 2020
  • Case

Château Margaux: Serving Up the Third Wine

By: Elie Ofek
In fall 2019, Corinne Mentzelopoulos, owner of the famous first-growth Château Margaux, is pondering a series of decisions with respect to the chateau's third wine. Margaux du Château Marguax, as this wine was called, was launched in 2013 with a particular goal in mind... View Details
Keywords: Brand Management; Pricing; Wine Industry; Marketing Strategy; Product Marketing; Performance Evaluation; Price; Distribution Channels; Growth and Development Strategy; France
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Ofek, Elie. "Château Margaux: Serving Up the Third Wine." Harvard Business School Case 521-054, December 2020.
  • May 2019
  • Case

Whiskey and Cheddar: Ingredient Branding at the Caesan Cheese Cooperative (Brief Case)

By: John A. Quelch and Katherine B. Hartman
The Caesan Cheese Cooperative is considering introducing a new high-quality, high-margin artisan whiskey cheddar cheese. Deidra Kelly, vice president of marketing and product development at Caesan, must recommend to the Board of Directors whether to launch the product... View Details
Keywords: Brands and Branding; Product Development; Management; Product Marketing; Product Positioning; Marketing Strategy; Partners and Partnerships; Food and Beverage Industry
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Quelch, John A., and Katherine B. Hartman. "Whiskey and Cheddar: Ingredient Branding at the Caesan Cheese Cooperative (Brief Case)." Harvard Business School Brief Case 919-521, May 2019.
  • October 2023
  • Case

Leading Transformation at IHCL

By: Krishna G. Palepu, V.G. Narayanan and Malini Sen
In November 2017, Puneet Chhatwal, took charge as MD and CEO of IHCL, popularly referred to as the Taj Hotels. Despite being India’s largest hospitality company by market capitalization and respected for its values and service, IHCL had made losses for the last seven... View Details
Keywords: Turn Around Management; Hospitality Industry; Brand Management; Financial Strategy; Business Model; Restructuring; Asset Management; Leadership Style; Crisis Management; Brands and Branding; Product Positioning; Segmentation; Asia; India
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Palepu, Krishna G., V.G. Narayanan, and Malini Sen. "Leading Transformation at IHCL." Harvard Business School Case 124-041, October 2023.
  • Web

Creating Brand Value - Course Catalog

appropriate for: Marketing professionals charged with creating, nurturing, and managing brand value; Entrepreneurs looking to create their own brands in the consumer/retail... View Details
  • October 1992 (Revised July 2001)
  • Case

Gap, Inc., The: Building a Brand

By: Walter J. Salmon and David Wylie
Explores the circumstances under which a specialty store chain can profitably engage in large-scale non-price advertising. View Details
Keywords: Advertising; Brands and Branding; Supply Chain Management
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Salmon, Walter J., and David Wylie. "Gap, Inc., The: Building a Brand." Harvard Business School Case 593-043, October 1992. (Revised July 2001.)
  • 2014
  • Working Paper

The Nobel Prize: A 'Heritage-based' Brand-oriented Network

By: Mats Urde and Stephen A. Greyser
Purpose — Understanding the Nobel Prize as a 'true' heritage brand in a networked situation and its management challenges, especially regarding identity and reputation.

Methodology — The Nobel Prize serves as an in-depth case study and is analysed within... View Details
Keywords: Nobel Prize; Heritage Brand; Brand Network; Networked Brand; Brand Within A Network; Brand Orientation; Brand Stewardship; Corporate Brand Identity; Reputation; Networks; Organizations; Philanthropy and Charitable Giving; Brands and Branding
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Urde, Mats, and Stephen A. Greyser. "The Nobel Prize: A 'Heritage-based' Brand-oriented Network." Harvard Business School Working Paper, No. 15-010, August 2014.
  • 04 Jun 2014
  • What Do You Think?

Does Internet Technology Threaten Brand Loyalty?

marketing beliefs and expenditures regarding brand building and the lifetime value of a customer. It may also suggest different approaches to the management of human resources, specifically methods for... View Details
Keywords: by James Heskett; Advertising; Consumer Products; Technology
  • Research Summary

Rethinking Brand Contamination: How Consumers Maintain Distinction When Symbolic Boundaries Are Breached"

If consumers view their brands as extensions of themselves, what happens when undesirable consumers adopt these same brands? I address this question by examining an issue that is of great concern to managers of high-status brands: the rampant spread... View Details
  • January 2008 (Revised December 2011)
  • Case

Inner Mongolia Yili Group: China's Pioneering Dairy Brand

By: Regina M. Abrami, William C. Kirby, F. Warren McFarlan and Tracy Yuen Manty
Setting up the goal to become one of the top 20 enterprises in the world dairy industry by 2010, the Inner Mongolia Yili Group had ambitious plans. As one of China's biggest national dairy companies, its main challenge was competing as a local company against... View Details
Keywords: Global Strategy; Globalized Markets and Industries; Growth and Development Strategy; Brands and Branding; Competition; Agriculture and Agribusiness Industry; China
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Abrami, Regina M., William C. Kirby, F. Warren McFarlan, and Tracy Yuen Manty. "Inner Mongolia Yili Group: China's Pioneering Dairy Brand." Harvard Business School Case 308-052, January 2008. (Revised December 2011.)
  • 01 Mar 2004
  • News

Protecting against the Erosion of Brand Value

brands of premium cachet and the premium prices that come with it. “The same forces that cause the commoditization of products and services precipitate the commoditization of brands,” they continue. Fortunately, View Details
Keywords: Publishing Industries (except Internet); Information
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