Publications

March–April 2013
Article

Expected Firm Altruism, Quality Provision, and Brand Extensions

By: Julio J. Rotemberg

A setting is considered where consumers keep track of the extent to which brands care about them, which is modeled as altruism of brands towards their target consumers. Consumers who purchase an experience good of high quality reasonably deduce that the supplier of... View Details

Keywords: Customers; Quality; Consumer Behavior; Attitudes; Brands and Branding

June 1985
Case

Henkel Group: Umbrella Branding and Globalization Decisions

By: Robert J. Dolan

Henkel's adhesive group is considering a major change in the international selling of its two major adhesives products for households. The proposed strategy is based on two concepts: umbrella branding and global standardization. View Details

Keywords: Brands and Branding; Marketing Strategy; Globalization; Expansion; Consumer Products Industry

20 Sep 2004
Research & Ideas

How Consumers Value Global Brands

that people associate with global brands. Then we surveyed 1,800 people in twelve nations to measure the relative importance of those dimensions when consumers buy products. A detailed analysis revealed that consumers all over the world associate global View Details

Keywords: by Douglas B. Holt, John A. Quelch & Earl L. Taylor

November 2001 (Revised January 2003)
Teaching Note

Healthcare Brands Corporation TN

By: David F. Hawkins

Teaching Note for (9-102-032). View Details

Keywords: Health Industry; United Kingdom; United States

September 2004
Article

How Global Brands Compete

By: Douglas B. Holt, John A. Quelch and Earl Taylor

2004
Working Paper

Monarchies as Corporate Brands

By: John M.T. Balmer, Stephen A. Greyser and Mats Urde

Research Summary

The Appropriability of Reputation in Franchises Selling Brands

We develop a multi-market model in which there are two kinds of firms: brands and small firms (or agents). Firms interact with short lived clients in the market for goods (or services) and with each other in the market for franchises. The model is one of adverse... View Details

March 1979 (Revised June 1983)
Case

Microwave Ovens: The Retail Brands

November 2001 (Revised February 2002)
Case

Midway: Licensing, Distributing and Building Brands in China

Midway has built its business as a Chinese licensee of Western brands, principally Disney. It is now considering whether to develop its own brands and whether its core business is distribution or brand marketing. View Details

Keywords: Emerging Markets; Brands and Branding; China

February 2017
Teaching Plan

Dhamani Jewels: Becoming a Global Luxury Brand

By: Lynda Applegate

Dhamani started as a loose gemstone dealer in 1969 in Jaipur, India. By the 2000s, it was headquartered in Dubai, United Arab Emirates, and had expanded into diamonds and retail. The family business was now in its second generation of leadership and aimed to become a... View Details

Keywords: Luxury Retail; Jewelry; Luxury Goods; UAE; Retail; Brands and Branding; Family Business; Apparel and Accessories Industry; Dubai; India

August 2014
Teaching Note

Peter Guber: The 'Me' vs. 'We' Brand

By: Stephen A. Greyser, William Ellet and Nelson Gayton

Well-known film producer Peter Guber must decide whether to commit to a time-consuming personal project. He is about to sign a contract for a business book in which he will share what he has learned in his long career. At the same time, he is keenly aware of problems... View Details

Keywords: Work-Life Balance; Entrepreneurship; Brands and Branding; Entertainment and Recreation Industry

August 2014
Case

Peter Guber: The 'Me' vs. 'We' Brand

By: Stephen A. Greyser, William Ellet and Nelson Gayton

Well-known film producer Peter Guber must decide whether to commit to a time-consuming personal project. He is about to sign a contract for a business book in which he will share what he has learned in his long career. At the same time, he is keenly aware of problems... View Details

Keywords: Work-Life Balance; Entrepreneurship; Brands and Branding; Entertainment and Recreation Industry

December 2014 (Revised May 2016)
Case

Dhamani Jewels: Becoming a Global Luxury Brand

By: Lynda Applegate and Lisa C. Mazzanti

Dhamani started as a loose gemstone dealer in 1969 in Jaipur, India. By the 2000s, it was headquartered in Dubai, United Arab Emirates and had expanded into diamonds and retail. The family business was now in its second generation of leadership and aimed to become a... View Details

Keywords: Luxury Retail; Jewelry; Luxury Goods; UAE; Retail; Brands and Branding; Family Business; Apparel and Accessories Industry; Dubai; India

December 1970 (Revised April 1983)
Case

Product Management at United Brands

By: Jay W. Lorsch

Keywords: Product; Management; Consumer Products Industry

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

January–February 2019
Article

What Does Your Corporate Brand Stand For?

By: Stephen A. Greyser and Mats Urde

While most firms are adept at defining product brands, they’re less sure-footed with their corporate brands. What exactly does a parent company’s name represent, and how is it perceived in the marketplace?
A strong corporate identity provides direction and... View Details

Keywords: Organizations; Identity; Brands and Branding; Reputation; Management Analysis, Tools, and Techniques; Corporate Strategy

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February 2025
Teaching Note

Influencer-Led Brand Building: Hairitage and the McKnights

By: William R. Kerr and James Palano

Teaching Note for HBS Case No. 825-066. Mindy McKnight started in 2009 as an early influencer on social media whose videos of creative hairstyles for girls launched her family on an entrepreneurship journey. The McKnights transitioned from YouTube ad revenue to brand... View Details

Keywords: Family Business; Social Media; Entrepreneurship; Brands and Branding; Product Launch; Power and Influence; Expansion; Beauty and Cosmetics Industry

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

April 2020
Teaching Note

Glossier: Co-Creating a Cult Brand with a Digital Community

By: Jill Avery

Teaching Note for HBS No. 519-022. Flush with cash from its Series C fundraise, cult beauty brand Glossier considers its next phase of growth, facing critical decisions on how to allocate its capital to support various marketing communications and distribution... View Details

Keywords: Digital Marketing; Crowdsourcing; CRM; Startup; Direct-to-consumer; DTC; Marketing; Marketing Strategy; Brands and Branding; Consumer Behavior; Customer Relationship Management; Venture Capital; Business Startups; Entrepreneurship; Social Media; Beauty and Cosmetics Industry; United States