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  • 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
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  • January 1992
  • Article

Risk Reduction and Umbrella Branding

By: C. A. Montgomery and B. Wernerfelt
Keywords: Risk and Uncertainty; Brands and Branding
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  • June 7, 2016
  • Comment

Can Brand Trump Win a Presidency?

By: John A. Quelch
In the marketplace, Brand Trump is authentic. It stands for aspiration and success, but more the ostentatious and flashy success that appeals to the newly wealthy, the entrepreneur, the outsider. For these consumers, brand Trump clearly delivers; Trump hotels, and... View Details
Keywords: Brand; Umbrella Brands; Political Brands; Political Campaigns; Successful Brands; Personal Brand; Demographics; History; Information; Innovation and Invention; Leadership; Management; Marketing; Outcome or Result; Problems and Challenges; Strategy; Value; Public Administration Industry; Public Relations Industry; United States
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  • May 1992
  • Teaching Note

Henkel Group: Umbrella Branding and Globalization Decisions, Teaching Note

By: Robert J. Dolan
Teaching Note for (9-585-185). View Details
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  • 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
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  • September 1995 (Revised August 1996)
  • Case

Land Rover North America, Inc.

Charles Hughes, president and CEO of Land Rover North America, Inc., is debating product positioning options for the new Land Rover Discovery. The positioning decision must consider the role of the Discovery vis-`a-vis other vehicles in the LRNA line, the brand's... View Details
Keywords: Product Positioning; Consumer Behavior; Brands and Branding; Auto Industry; Retail Industry; North and Central America; United Kingdom
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  • January 2021 (Revised March 2022)
  • Case

Arçelik: From a Dealer Network to an Omnichannel Experience

By: Ayelet Israeli and Fares Khrais
Arçelik Turkey, the country’s market leader in household appliances, was at an omnichannel crossroads in January 2020. Arçelik was a B2B player utilizing a dealership network with an umbrella of brands and had one of the largest brick-and-mortar store networks in... View Details
Keywords: Digital Marketing; Bricks And Mortar; Franchise Management; Franchising; Dealer Network; Dealers; B2B; B2B2C; Tradition; Culture Change; Cultural Adaptation; Omnichannel; Omnichannel Retail; Omni-channel; Omnichannel Retailing; Sales Channels; Sales Channel Development; Channel Management; Channels Of Distribution; Marketplace; Platforms; Collaboration; Online Channel; Online Data; Online Sales; Online Shopping; Online; Retail; Retailing; Disruption; Transformation; Franchise Ownership; Change Management; Partners and Partnerships; Consumer Behavior; Sales; Internet and the Web; Marketing Strategy; Conflict and Resolution; Conflict Management; Organizational Culture; Distribution Channels; Digital Transformation; Digital Platforms; Electronics Industry; Retail Industry; Consumer Products Industry; Turkey
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  • January 2011 (Revised January 2014)
  • Case

Rebranding Gallagher

By: Rohit Deshpande and Keith Chi-ho Wong
Steve Tucker, the Deputy CEO of Gallagher Group Limited (GGL), the world's largest electric fence company, was about to present a new branding strategy to the company's senior managers and Bill Gallagher, Jr., CEO. After spending more than 18 months with brand... View Details
Keywords: Globalized Firms and Management; Brands and Branding; Marketing Strategy; Distribution; Industrial Products Industry
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  • September 2003 (Revised September 2004)
  • Case

Grafica, Inc.: Winning the New Jersey Lottery (A)

Debra Taeschler, CEO of Grafica, is considering how to structure her agency's bid for the New Jersey Lottery account. The Lottery is facing declining sales in all major categories and plans to slash its 1999 marketing budget by 32%. Taeschler is debating whether to... View Details
Keywords: Marketing Strategy; Decision Making; Public Administration Industry; Entertainment and Recreation Industry; New Jersey
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  • July 2022
  • Teaching Note

Arçelik (A), (B): From a Dealer Network to an Omnichannel Experience

By: Ayelet Israeli, Fares Khrais and Menna Hassan
Arçelik Turkey, the country’s market leader in household appliances, was at an omnichannel crossroads in January 2020. Arçelik was a B2B player utilizing a dealership network with an umbrella of brands and had one of the largest brick-and-mortar store networks in... View Details
Keywords: Digital Marketing; Bricks And Mortar; Franchise Management; Franchising; Dealer Network; Dealers; B2B; B2B2C; Tradition; Culture Change; Cultural Adaptation; Omnichannel; Omnichannel Retail; Omni-channel; Omnichannel Retailing; Sales Channels; Sales Channel Development; Channel Management; Channels Of Distribution; Marketplace; Platforms; Collaboration; Online Channel; Online Data; Online Sales; Online Shopping; Online; Retail; Retailing; Disruption; Transformation; Franchise Ownership; Change Management; Partners and Partnerships; Consumer Behavior; Sales; Internet and the Web; Marketing Strategy; Conflict and Resolution; Conflict Management; Organizational Culture; Distribution Channels; Digital Transformation; Electronics Industry; Retail Industry; Consumer Products Industry; Turkey
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  • October 2019
  • Case

Engaging the Nationwide Workforce

By: Ethan S. Bernstein, Jessica Gover and Sarah Mehta
Nationwide is “on your side,” but did employees feel that way? CAO Gale King and CEO Steve Rasmussen, starting in 2008, invested heavily in a human capital strategy centered around “engagement” at the Ohio-based Nationwide Mutual Insurance Company. Set in 2014, this... View Details
Keywords: Talent and Talent Management; Change; Change Management; Transformation; Insurance; Human Resources; Employees; Employee Relationship Management; Retention; Selection and Staffing; Employment; Human Capital; Leadership; Leadership Development; Organizational Change and Adaptation; Social Psychology; Financial Services Industry; Insurance Industry; United States; Ohio
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  • 17 Jan 2008
  • Research & Ideas

If Marketing Experts Ran Elections

effectiveness of commercial marketing. Most consumers have stronger relationships with brands like Starbucks (the "third place" after home and work) than with their elected representatives or the View Details
Keywords: by John A. Quelch
  • 30 Sep 2013
  • Research & Ideas

Do Mergers Hurt Product Quality?

comparative consumer product reviews since 1936. The publication ranks competitive brands according to quality, based on in-house testing and customer surveys, and publishes the products' retail prices. "Decades of data, just staring... View Details
Keywords: by Carmen Nobel; Consumer Products
  • 15 Mar 2011
  • First Look

First Look: March 15

Gallagher Group Limited (GGL), the world's largest electric fence company, was about to present a new branding strategy to the company's senior managers and Bill Gallagher, Jr., CEO. After spending more than 18 months with View Details
Keywords: Sean Silverthorne
  • 03 Mar 2014
  • HBS Case

Decommoditizing the Canned Tomato

of the Case Research and Writing Group. “No one believed that you could create a brand in tomatoes—a commodity!” The case details how, during an economic downturn, a small business in its fourth generation of family ownership became one... View Details
Keywords: by Maggie Starvish; Agriculture & Agribusiness; Food & Beverage; Retail
  • 17 Jun 2013
  • Research & Ideas

Advertising Symbiosis: The Key to Viral Videos

expenditures. Advertisers can get the most bang for the buck if they post their videos on YouTube and then motivate consumers to disseminate the ads for them, via email or social media. Getting an ad to go viral is among the cost-saving techniques that fall under the... View Details
Keywords: by Carmen Nobel; Advertising
  • 22 Sep 2009
  • First Look

First Look: September 22

attributes in online search interfaces changes the valuations of those attributes—and impacts subsequent choice—such that attributes that are displayed as separate categories tend to receive greater decision weight than attributes grouped under View Details
Keywords: Martha Lagace
  • 17 Jun 2002
  • Research & Ideas

A Litmus Test for Entrepreneurs

declared. He believed that by winning the support of umbrella organizations that represent many municipalities, such as the U.S. Conference of Mayors, govWorks could quickly go nationwide. But it didn't work out that way. Tuzman and his... View Details
Keywords: by Walter Kuemmerle
  • 21 Jun 2011
  • First Look

First Look: June 21

Maddalena Hotel & Yacht Club in north Sardinia, pose a branding challenge. Can all the properties, including the Forte Village, be successfully brought under one umbrella brand, namely, Eleganzia?... View Details
Keywords: Sean Silverthorne
  • 20 Nov 2012
  • First Look

First Look: November 20

umbrella prohibition on serving rivals imposed by exclusivity. By relying on safeguards and splitting account assignments in a variety of ways among different organizational units within a given mega-agency or holding company that may... View Details
Keywords: Sean Silverthorne

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