Publications

June 2020
Teaching Note

Global Brand Management of Anheuser Busch InBev's Budweiser

By: Jill Avery

Brian Perkins, chief architect of the $6 billion Budweiser brand, was excited about 2018, in which the company would launch Budweiser into several new markets in Africa and Latin America. He was feeling the pressure to finalize a global brand strategy that would define... View Details

Keywords: Brand Management; Global Brands; Brand Equity; Brand Storytelling; Brand Communication; Brand Positioning; Marketing; Brands and Branding; Marketing Communications; Global Strategy; Food and Beverage Industry; Consumer Products Industry; United States; China; Africa; Latin America

June 2018 (Revised October 2020)
Case

Global Brand Management of Anheuser Busch InBev's Budweiser

By: Jill Avery

Brian Perkins, chief architect of the $6 billion Budweiser brand, was excited about 2018, in which the company would launch Budweiser into several new markets in Africa and Latin America. He was feeling the pressure to finalize a global brand strategy that would define... View Details

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 View Details

Keywords: by John A. Quelch; Auto

February 5, 2009
Comment

In Praise of Marketing

By: John A. Quelch

Many dismiss marketing as manipulative, deceptive, and intrusive. Marketing, they argue, focuses too much of our attention on material consumption. More recently, Benjamin Barber, in his 2007 book Consumed, claims that marketing is "sucking up the air from every other... View Details

Keywords: Marketing; Consumer Loyalty; Local Vs. Global Branding; Multi-national Brands; Misleading and Fraudulent Advertising; Customer Value and Value Chain; Customer Satisfaction; Globalized Economies and Regions; Cross-Cultural and Cross-Border Issues; Multinational Firms and Management; Globalized Markets and Industries; Brands and Branding; Marketing Communications; Marketing Strategy; Product Positioning

Read Now

16 Jun 2003
Research & Ideas

Peeling Back the Global Brand

vary. A missing dimension to the global versus local debate is that global corporate brands compete with other View Details

Keywords: by Martha Lagace; Consumer Products; Retail

20 Sep 2004
Research & Ideas

How Consumers Value Global Brands

breakthrough technologies faster than rivals. Global brands "are very dynamic, always upgrading themselves," said an Indian. An Australian added that global View Details

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

June 2011 (Revised May 2012)
Case

L'Oréal: Global Brand, Local Knowledge

By: Rebecca M. Henderson and Ryan Johnson

Worldwide, and in the U.S. marketplace in particular, the French cachet of L'Oréal was one of its most powerful marketing tools. However, with the opening up of emerging markets, L'Oréal had to cater to a diverse customer base: an aging population in the West, ethnic... View Details

Keywords: Globalization; Brands and Branding; Marketing Communications; Change Management; Sales; Emerging Markets; Segmentation; Innovation and Invention; Beauty and Cosmetics Industry; France; United States

October 2007
Case

Colgate Max Fresh: Global Brand Roll-Out

By: John A. Quelch

In February 2005, Nigel Burton, in his third year as president of global oral care at Colgate-Palmolive Company (CP), had every reason to feel optimistic. Worldwide market shares were strong and Colgate Max Fresh (CMF), a new toothpaste that had helped drive Colgate to... View Details

Keywords: Marketing Strategy; Product Launch; Global Strategy; Brands and Branding; Consumer Products Industry; Health Industry; China; Mexico

2013
Chapter

The Global and the Local in the Beauty Industry: A Historical Perspective

By: G. Jones

This chapter explores the impact of the global beauty industry on beauty ideals. It shows that as the industry internationalized from the late nineteenth century, there was a homogenization of beauty ideals and practices around the world. Western and white beauty... View Details

Keywords: Business History; Globalization; History; Beauty and Cosmetics Industry; Asia; Europe; Latin America; Middle East; North and Central America; South America

06 Oct 2016
Cold Call Podcast

The Munich Oktoberfest: From Local Tradition to Global Capitalism

Keywords: Re: Juan Alcacer; Tourism

06 Oct 2016
News

The Munich Oktoberfest: From Local Tradition to Global Capitalism

October 2016
Case

Yili Group: Building a Global Dairy Company

By: William C. Kirby and Nancy Hua Dai

From its humble beginnings as a local Chinese dairy company, the Inner Mongolia Yili Group has become one of the largest dairy companies in the world. To achieve this, Yili has aggressively expanded its footprint overseas including building the world’s largest... View Details

August 2013 (Revised July 2014)
Case

Coffee Wars in India: Café Coffee Day Takes On the Global Brands

By: David B. Yoffie and Tanya Bijlani

Café Coffee Day (CCD) is contemplating how to respond to the entry of Starbucks into the Indian coffee chain market. The case study describes the emergence of CCD as the leading coffee chain in India, with over 1,400 cafes in India. In early 2013, Starbucks, the... View Details

Keywords: Strategy; Competitors; Competition; Market Entry and Exit; Retail Industry; India

09 Jul 2008
Research & Ideas

Starbucks’ Lessons for Premium Brands

prices. Third, opening new stores and launching a blizzard of new products create only superficial growth. Such strategies take top management's eye off of improving same store sales year-on-year. This is the heavy lifting of retailing, where a View Details

Keywords: by John Quelch; Retail

29 Oct 2000
Research & Ideas

Building a Powerful Prestige Brand

Lauder, founded Estée Lauder Cosmetics. By the time she retired from public life in the mid-1990s, this company had become one of the largest cosmetics manufacturers in the world and was recognized as one of the leading players in the View Details

Keywords: by Nancy F. Koehn; Beauty & Cosmetics; Consumer Products; Retail

04 May 2009
Research & Ideas

What’s Next for the Big Financial Brands

valuable brands list. The rival 2008 Interbrand ranking of the top 100 global brands included 13 financial services brands. Citi appeared on both lists. Today, with its View Details

Keywords: by John Quelch; Banking; Financial Services

December 1999 (Revised October 2003)
Case

BRL Hardy: Globalizing an Australian Wine Company

By: Christopher A. Bartlett

Two new product launch decisions face Christopher Carson, managing director of BRL Hardy, Europe. Responsible for the European operations of a major Australian wine company, Carson has begun to globalize his strategy beyond selling the parent company's wines. After a... View Details

Keywords: Global Strategy; Joint Ventures; Product Launch; Brands and Branding; Competitive Strategy; Business Subsidiaries; Negotiation Style; Food and Beverage Industry