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Show Results For
-
All HBS Web
(1,211)
- People (7)
- News (319)
- Research (589)
- Events (1)
- Multimedia (6)
- Faculty Publications (233)
- January 2015 (Revised October 2016)
- Case
onefinestay: Building a Luxury Experience in the Sharing Economy
By: Jill Avery, Anat Keinan and Liz Kind
onefinestay was a two-sided marketplace that offered high-end home rentals to travelers who sought a more authentic and local experience than a typical upscale hotel might provide. After five years of rapid growth, it was time to do a comprehensive analysis of the...
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Keywords:
Luxury Goods;
Brand Building;
Brand Management;
Hospitality;
Hotels;
Digital Marketing;
Brand Positioning;
Luxury Service;
Airbnb;
Sharing Economy;
Collaborative Consumption;
Disruptive Business Model;
Travel;
Alternatives To Hotel;
Branding;
Customer Service;
Exceeding Consumer Expectations;
Client Acquisition;
Reputation Management;
Word Of Mouth;
2-way Business Model;
Marketing;
Marketing Strategy;
Brands and Branding;
Luxury;
Disruption;
Business Model;
Entrepreneurship;
E-commerce;
Accommodations Industry;
Tourism Industry;
Travel Industry;
United Kingdom
Avery, Jill, Anat Keinan, and Liz Kind. "onefinestay: Building a Luxury Experience in the Sharing Economy." Harvard Business School Case 515-072, January 2015. (Revised October 2016.)
- June 2003 (Revised October 2003)
- Case
Habitat for Humanity International: Brand Valuation
By: John A. Quelch
Habitat for Humanity underwent a brand valuation study and found that its brand was worth $1.8 billion, equivalent to Starbucks. Senior management reviews the issues facing the organization; students are afforded insights into what drives brand value for a major...
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Quelch, John A., and Nathalie Laidler. "Habitat for Humanity International: Brand Valuation." Harvard Business School Case 503-101, June 2003. (Revised October 2003.)
- 22 Dec 2020
- Cold Call Podcast
Dove: Maintaining a Brand with Purpose
- Program
Creating Brand Value
that easily connect them to others who share their tastes. To take full advantage of these trends, brand managers must be able to strengthen their brand through stories that spark conversations—capturing...
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- 27 Nov 2019
- Sharpening Your Skills
Secrets for Creating a Long-Lasting Brand
A well articulated and adored brand is more valuable to a business than any single product. But they are also vulnerable—a crippled brand, like a a piece of fine crystal with an alarming crack, is one jostle away from breaking apart....
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- May 2011
- Article
Underdog Branding: Why Underdogs Win in Recessions
By: Neeru Paharia, Anat Keinan and Jill Avery
Underdog stories about overcoming great odds through passion and determination are particularly resonant during difficult times as they inspire us and give us hope when the outlook we face is bleak. They promise that success is still possible, a much needed message in...
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Keywords:
Marketing;
Brand Building;
Brand Management;
Brand Positioning;
Competitive Positioning;
Brands and Branding;
Economics;
Marketing Communications;
Marketing Strategy;
Advertising Campaigns;
Advertising Industry;
Apparel and Accessories Industry;
Beauty and Cosmetics Industry;
Consumer Products Industry;
Fashion Industry;
Food and Beverage Industry
Paharia, Neeru, Anat Keinan, and Jill Avery. "Underdog Branding: Why Underdogs Win in Recessions." European Business Review (May 2011): 53–56. (Invited Article.)
- May–June 2023
- Article
A New Approach to Building Your Personal Brand: How to Communicate Your Value
By: Jill Avery and Rachel Greenwald
For better or worse, in today’s world everyone is a brand. Whether you’re applying for a job, asking for a promotion, or writing a dating profile, your success will depend on getting others to recognize your value. So you need to get comfortable marketing...
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Keywords:
Personal Brand;
Influencer Marketing;
Leadership Development;
Marketing;
Brands and Branding;
Identity;
Reputation;
Competency and Skills
Avery, Jill, and Rachel Greenwald. "A New Approach to Building Your Personal Brand: How to Communicate Your Value." Harvard Business Review 101, no. 3 (May–June 2023): 147–151.
- Research Summary
Informing Brand Marketing Practice
Susan M. Fournier is involved with several projects relating more generally to brand managment issues. These include boardroom-level projects (with Professors Thomas Madden and Franke Fehle of the University of South Carolina, and sponsored by Interbrand) on the...
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- 22 Feb 2022
- News
Brand New
World War II, members played a key role in the Normandy invasion. When Sundy left the army for the corporate world, he turned his attention to similarly storied names such as Cheerios, Betty Crocker, KitchenAid, and Maytag in his marketing roles at General Mills and...
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- 30 Apr 2008
- Sharpening Your Skills
Sharpening Your Skills: Brand Management
their customers' customers can capture a larger share of channel margins and build loyalty that can protect them against lower-priced competitors. Can Individuals Create Their Own Brand? The Case of the Mystery Writer's View Details
- Web
Building Iconic Brands and Brighter Futures: Interview with Glossier CEO, Kyle Leahy - Recruiting
Insights & Advice 11 Dec 2023 Building Iconic Brands and Brighter Futures: Interview with Glossier CEO, Kyle Leahy Becca Carnahan Author HBS Team tag Alumni Consumer Products / Retail Student & Alumni...
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- Blog
Take Control of Your Personal Brand
What is your gut reaction when you hear the term "personal branding"? Some years ago, my MBA students started asking if I could help them with personal branding. My initial response was to decline. I have always been passionate about View Details
- 01 Apr 2001
- News
Books: Brand New
by Nancy F. Koehn (Harvard Business School Press) The creation of a powerful, widely recognized brand is the ultimate goal that every entrepreneur dreams of but few achieve. In her new book, Brand New: How...
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- 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...
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Keinan, Anat, Sandrine Crener, Jing Xu, Janet Borgerson, Jonathan Schroeder, and Zhiyan Wu. "Shang Xia: The Creation of a Chinese Luxury Lifestyle Brand." Harvard Business School Case 517-032, February 2017.
- September 2008 (Revised June 2010)
- Case
Hearts On Fire - Brand Development Manager
By: Frank V. Cespedes and Benson P. Shapiro
Hearts On Fire, a successful branded diamond producer, established the position of Brand Development Manager (BDM) to build the company's presence, sales, and relationships with its retail customers. After one year, the CEO, CFO and President must evaluate the impact...
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Keywords:
Customer Focus and Relationships;
Investment Return;
Brands and Branding;
Marketing Strategy;
Business Processes;
Salesforce Management;
Business Strategy
Cespedes, Frank V., and Benson P. Shapiro. "Hearts On Fire - Brand Development Manager." Harvard Business School Case 709-436, September 2008. (Revised June 2010.)
- 2016
- Chapter
Luxury Branding Research: New Perspectives and Future Priorities
By: Anat Keinan, Sandrine Crener and Silvia Bellezza
Several major trends have changed the landscape for luxury brands. These shifts include the increasing role of technology (digital and mobile) as well as the use by consumers of alternative signals of status, such as wearing less prominently branded apparel, being less...
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Keinan, Anat, Sandrine Crener, and Silvia Bellezza. "Luxury Branding Research: New Perspectives and Future Priorities." Chap. 2 in Online Luxury Retailing: Leveraging Digital Opportunities: Research, Industry Practice, and Open Questions, 16–33. Philadelphia: Wharton School, Baker Retailing Center, 2016.
- January 2013 (Revised March 2013)
- Case
Creating a Luxury Experience at Value Retail
By: Jose B. Alvarez and Matthew Preble
Value Retail PLC owned and managed a number of premium shopping destinations (Villages) across Europe. Soon the company would be moving into an entirely new market: China. The company's Villages had proven popular with both shoppers (many of whom were international...
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Keywords:
Retailing;
Tourism;
Luxury;
Brand Building;
Brand Positioning;
Real Estate;
Brands and Branding;
Human Resources;
Retail Industry;
Tourism Industry;
Real Estate Industry;
Europe;
China
Alvarez, Jose B., and Matthew Preble. "Creating a Luxury Experience at Value Retail." Harvard Business School Case 513-009, January 2013. (Revised March 2013.)
- 03 Nov 2014
- Research & Ideas
Brand Lessons From the Nobel Prize
Greyser cites the early days of Airbus, which began as a consortium of independent European aviation firms, to build planes together using the Airbus brand as a hub—and to compete with Boeing, Lockheed, and...
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Keywords:
by Carmen Nobel
- 10 Sep 2012
- HBS Case
HBS Cases: Branding Yoga
example. "You get this stuff for free out of your faucet," he says. "With Evian or Dasani you pay $2, $4, and that's the reaction consumers have: 'You are just attaching a fancy name on it, which costs me money.' " It's up to the company to add...
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- March 2020
- Teaching Note
onefinestay: Building a Luxury Experience in the Sharing Economy
By: Jill Avery and Anat Keinan
onefinestay was a two-sided marketplace that offered high-end home rentals to travelers who sought a more authentic and local experience than a typical upscale hotel might provide. After five years of rapid growth, it was time to do a comprehensive analysis of the...
View Details
Keywords:
Two-sided Marketplace;
Two-sided Market;
Hospitality Industry;
Hotels;
Luxury Brand;
Sharing Economy;
Startup;
Scaling;
Growth;
Customer Segmentation;
Brand Positioning;
Marketing;
Marketing Strategy;
Brands and Branding;
Luxury;
Entrepreneurship;
Business Startups;
Business Model;
Venture Capital;
Customers;
Segmentation;
Growth and Development Strategy;
Travel Industry;
Tourism Industry;
Accommodations Industry;
United Kingdom;
London;
Europe