Branding - Publications - Faculty & Research

07 Nov 2007
Op-Ed

How Marketing Hype Hurt Boeing and Apple

damage to Apple brand equity among its core customers. After heavy blogging complaints about Apple exploiting its loyal followers, Steve Jobs had to apologize publicly (after a curt "That's technology" response fueled the fire)... View Details

Keywords: by John Quelch; Aerospace; Consumer Products

15 Dec 2014
Research & Ideas

Deconstructing the Price Tag

itemizes what it spends on cotton, cutting, sewing, dyeing, finishing, and transporting each shirt, consumers become more attracted to the brand and more likely to purchase. “By unpacking the costs, you have the opportunity to explain... View Details

Keywords: by Dina Gerdeman; Retail

01 Jun 2014
News

In My Humble Opinion: Jan Swartz (MBA 1996)

SWARTZ: Captaining a global brand through the high seas (photo by Susan J. Young) SWARTZ: Captaining a global brand through the high seas (photo by Susan J. Young) Growing up in Houston, Jan Swartz (MBA... View Details

Keywords: Julia Hanna; Hospitality; Scenic and Sightseeing Transportation; Transportation

13 Jun 2005
Research & Ideas

Rescuing Products with Stealth Positioning

When firms adopt a reverse or breakaway positioning strategy, there is no pretense about what they're up to. Part of the appeal of their cleverly positioned product offerings comes from explicitly subverting convention through unconventional promotions, prices, and... View Details

Keywords: by Youngme Moon

January 2012
Supplement

Roger Caracappa: Package Deals for the Estée Lauder Companies (Video)

By: James K. Sebenius

Keywords: Brands and Branding; Beauty and Cosmetics Industry

Citation

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19 Sep 2012
News

On a Sound Track

Zurich and secured European distribution rights for our products, set up a joint venture with a partner in Mexico to build our brand there, and purchased Astro Gaming, a California-based gaming accessories company. Our office in southern... View Details

Keywords: Deborah Blagg; audio equipment; fashion; Computer and Electronic Product Manufacturing; Manufacturing

Profile

Omowale Casselle

expectations of our consumers, retailers, and brand partners." "In addition to managing our product lines, I also lead our operations team, which means that I make sure that each retail partner (Walmart, Walgreens, Kroger, and... View Details

Keywords: Technology; Consumer Products

Profile

Debora Lehrer

in which I think I will thrive. What are you most looking forward to in your career? I am looking forward to having a successful career in the sports industry which for me, entails being a game-changer. Whether I am using innovative marketing tactics to View Details

Keywords: Entertainment / Media

18 Jan 2018
News

Making a Mark in Multicultural Marketing

Sheila Marmon (MBA 1999) has built her career by breaking down barriers. The founder and CEO of Mirror Digital, a technology-enabled media and advertising company, Marmon has executed more than 350 interactive campaigns, connecting Fortune 500 View Details

September 1988 (Revised November 1988)
Case

Watt Group: Consumer Product and Retailing Doctors (A)

By: Ray A. Goldberg

Keywords: Marketing; Brands and Branding

Citation

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04 Sep 2019
News

Action Plan: A New ’Cue

sketch out Pork & Mindy’s—the fast-casual barbecue brand that will have 65 locations in the West and Midwest by the end of 2019, along with a growing retail line. On that white board Corsello identified three obstacles. Two were... View Details

Keywords: April White

01 Jun 2018
News

Disrupting India’s Dental Market

incentives for better care along the way. “If one person is looking for a cardiologist, the question is always, ‘Who is the best cardiologist?’” he says. “When it comes to a dentist, the question is, ‘Who is convenient? Who is good?’ It was a business where a View Details

Keywords: Sasha Issenberg

September 1992 (Revised March 1993)
Case

Empresas ICA and the Mexican Road Privatization Program

By: Willis M. Emmons III and Monica Brand

Mexico's largest construction company, Empresas ICA, makes an initial public offering to international equity investors in April 1992 to help fund its participation in an ambitious new private-sector approach to highway development. Under the new program, launched by... View Details

Keywords: Construction; Transportation Networks; Infrastructure; Privatization; Private Equity; Investment; Initial Public Offering; Private Sector; Government and Politics; Policy; Construction Industry; Mexico

Citation

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Profile

Aline Camargo

the career paths that I was considering doing. How has HBS prepared you for your summer internship & your long term career? As I plan to develop my career in Brand Management and Marketing Strategy, I know that I will constantly... View Details

Keywords: Consumer Products; Retail; Entertainment / Media

28 Apr 2014
Research & Ideas

Football Stars Debate ‘The Social Capital of the Savvy Athlete’

October, startup Fantex Brokerage Services announced plans to sell stocks related to the star power of an individual athlete's brand. Its first trading stock, which will mark the company's initial public offering, "will be linked to the value and performance of... View Details

Keywords: by Carmen Nobel; Sports

March 2007 (Revised July 2011)
Case

Nike Inc. - Heading Toward 2012

By: William E. Fruhan Jr.

This is a short case (2 pages), which can be distributed and discussed in class as an update through 2006 of the Nike case series. It follows Nike, Inc.: Entering the Millennium (Case #299-084). View Details

Keywords: Business History; Brands and Branding; Apparel and Accessories Industry; Retail Industry

Citation

Educators

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01 Jun 2007
News

Students Top Marketing Contest

In January, Melissa Lau, Yanlin Liu, and Deena Malkina (all HBS ’08) took home top honors in Rice University’s seventh annual Marketing Case competition, besting student teams from nine other business schools, including Kellogg, Stanford, and Sloan. With the teams... View Details

Keywords: Computer and Electronic Product Manufacturing; Manufacturing

25 May 2021
Panel Discussion

Understanding the Moment

By: Lynn S. Paine, Walter Robb, H. W. Brands and Suzanne Vautrinot

How can we put recent developments in American history, and recent trends in thinking about the responsibilities of business, into perspective? What is the role of the corporation in supporting democracy and civil society? Our panelists—Lynn S. Paine, Walter Robb, H.... View Details

Keywords: Corporate Social Responsibility and Impact; Civil Society or Community

Citation