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11 Dec 2023
Blog Post

Building Iconic Brands and Brighter Futures: Interview with Glossier CEO, Kyle Leahy

Kyle Leahy (MBA 2011) stepped into the CEO role of Glossier in May 2022 ready to take the brand to new heights. Since its founding in 2014, Glossier had disrupted the beauty industry, created a powerful community-driven brand, and was... View Details

01 Dec 2014
News

Faculty Q&A: The New Brand Manager: You

Now that customers have more of a voice in the consumer-brand relationship, some brands have suffered loud criticism for recent business decisions. How can brands avoid that pitfall? I’m not sure consumer... View Details

Keywords: April White

Article

The Corporate Brand Identity and Reputation Matrix—The Case of the Nobel Prize

By: Mats Urde and Stephen A. Greyser

The purpose of this article is to explore corporate brand identity and reputation, with the aim of integrating them into a single managerial framework. The Nobel Prize serves as an in-depth field-based case study and is analysed using the Corporate Brand Identity and... View Details

December 2014
Article

Second Thoughts About a Strategy Shift

By: Elie Ofek and Jill Avery

A retail guru attempts to reposition an established brand and introduce an entirely new pricing scheme. Early financial results from the strategic shift are not favorable. Based on the experience of U.S. retailer J.C. Penney, the piece raises fundamental questions... View Details

Keywords: Brand Management; Pricing Strategy; Retailing; Leadership; Price; Product Marketing; Brands and Branding; Retail Industry

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September 1984
Case

Henkel Corp.: International Sealants Brand SISTA (A)

By: Robert J. Dolan

Corporate headquarters wishes to expand sales of a sealant product currently sold only in the West German market. Regional affiliates, operating on a profit center basis, are not enthusiastic about taking on the new product. The case describes the company's... View Details

Keywords: Marketing Strategy; Globalization; Expansion; Profit; Conflict Management; Consumer Products Industry; Construction Industry; Europe; West Germany

19 Mar 2014
News

A Brand Manager’s Guide to Losing Control

Keywords: Advertising, Public Relations, and Related Services; Professional Services

October 2015 (Revised October 2016)
Case

Paez

By: Jill Avery, Maria Fernanda Miguel and Laura Urdapilleta

Paez, an Argentine start-up fashion brand, sold traditional alpargatas, a sleepy shoe category that suddenly woke up when U.S. company TOMS borrowed the traditional alpargata design, covered it with fashionable colors and prints, and tied it to a social cause. Paez's... View Details

Keywords: Brands; Brand Management; Brand Positioning; Entrepreneurship In Emerging Markets; Retailing; Fashion; Competitive Strategy; Marketing; Advertising; Brands and Branding; Marketing Strategy; Entrepreneurship; Competition; Fashion Industry; Retail Industry; Argentina; Spain

April 2011 (Revised January 2015)
Case

The Eleganzia Group

By: Elie Ofek, Elena Corsi, Bharat Sajnani, Sorina Casian-Botez and Francesco Tronci

Eleganzia Group management faces tough decisions heading into the summer of 2010. With tourism on the decline due to the global economic recession, General Manager Giannuzzi must decide how to set prices at the Forte Village Resort, the Group's most well-known... View Details

Keywords: Pricing; Pricing Strategy; Customer Management; Branding; Customer Relationship Management; Price; Luxury; Business Strategy; Brands and Branding; Accommodations Industry; Travel Industry; Italy

07 Mar 2019
News

Smart Marketing Brings Rapid Growth to Latino Brands

accomplish that was to create their own distribution network. Therefore, we are able to control how the brand should look like, how the brand should be able to be established in the marketplace, and how that... View Details

September 1984
Case

Henkel Corp.: International Sealants Brand SISTA (B)

By: Robert J. Dolan

Describes the outcome of implementation of the standardized plan described in Henkel (A). View Details

Keywords: Marketing Strategy; Globalization; Expansion; Profit; Conflict Management; Outcome or Result; Consumer Products Industry; Construction Industry; Europe; West Germany

September 2019 (Revised June 2021)
Case

Dove and Real Beauty: Building a Brand with Purpose

By: Mark R. Kramer, Myriam Sidibe and Gunjan Veda

Unilever subsidiary Dove soap became a "brand with a purpose" and created shared value when the company decided to launch a Campaign for Real Beauty to combat the artificial media-driven stereotype of female beauty that causes appearance anxiety in women and girls... View Details

Keywords: Stereotype; Body Image; Female; Self-Esteem; Brands and Branding; Mission and Purpose; Advertising Campaigns; Gender; Resource Allocation

16 Dec 2010
News

How to Build a Brand Like Corona (VIDEO)

Keywords: Professor Rohit Deshpandé ; Colleges, Universities, and Professional Schools; Educational Services; Manufacturing; Retail Trade

Web

Online Creating Brand Value Course | HBS Online

is and how it can be used as a competitive advantage Craft a compelling positioning statement and resonant brand story Understand the roles brands play in consumers’ lives and the importance of building... View Details

16 Apr 2001
Research & Ideas

Brand Power from Wedgwood to Dell: Part One

when he began his own pottery workshop in 1759. Nevertheless, each of the three, she writes, instinctively grasped the fundamentals of earning long-term customer trust and loyalty. Effective brand creation and View Details

Keywords: by Martha Lagace

Article

Competing with a Goliath

By: Jill Avery

A Peruvian apparel company struggles to position itself against a global brand. View Details

Keywords: Brand Management; Brand Positioning; Competitive Positioning; Marketing; Brands and Branding; Marketing Strategy; Apparel and Accessories Industry; Peru; Latin America; South America