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Show Results For
-
All HBS Web
(505)
- People (1)
- News (188)
- Research (221)
- Multimedia (2)
- Faculty Publications (71)
- October 1987 (Revised October 1992)
- Case
Black & Decker Corp.: Household Products Group, Brand Transition
This rewritten version differs from Black & Decker Corp.: Household Products Group (A1) in two ways: 1) It has an explicit decision focus. Homa must decide on a program to transfer the Black & Decker name to GE small appliances; and 2) The detailed information...
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Drumwright, Minette E., and John A. Quelch. "Black & Decker Corp.: Household Products Group, Brand Transition." Harvard Business School Case 588-015, October 1987. (Revised October 1992.)
- 04 May 2016
- What Do You Think?
What Does Boaty McBoatface Tell Us About Brand Control on the Internet?
When Should Control Over a Brand Be Ceded to the Public? The verdict is in. Our hardly scientific poll has endorsed the name of Boaty McBoatface for the new research vessel being commissioned by the UK’s...
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- 07 Dec 1999
- Research & Ideas
Henry Heinz and Brand Creation in the Late Nineteenth Century
efficiently as possible. Increasing the company's product line was a potentially quick, inexpensive way to shape a nascent market for processed food. It was also a means, Heinz reasoned, of building the brand. In the 1870s, branding was a...
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by Nancy F. Koehn
- August 2016 (Revised November 2016)
- Case
C.W. Dixey & Son
By: Anat Keinan and Michael B. Beverland
C.W. Dixey & Son is about to be relaunched as a luxury eyewear brand after a fifty-year absence from the marketplace. This case focuses on reviving a dormant brand with a 200-year plus heritage of innovation, craft excellence, and luxury. Drawing on extensive...
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Keywords:
Luxury Branding;
Authenticity;
Inconspicuous Consumption;
Brand Positioning;
Brand Revitalization;
Eyeyewear;
Market Entry and Exit;
Luxury;
Market Participation;
Brands and Branding;
Consumer Products Industry
Keinan, Anat, and Michael B. Beverland. "C.W. Dixey & Son." Harvard Business School Case 517-019, August 2016. (Revised November 2016.)
- September 2013
- Article
Testimonials Do Not Convert Patients from Brand to Generic Medication
By: John Beshears, James J. Choi, David Laibson, Brigitte C. Madrian and Gwendolyn Reynolds
Objectives: To assess whether the addition of a peer testimonial to an informational mailing increases conversion rates from brand name prescription medications to lower-cost therapeutic equivalents, and whether the testimonial's efficacy increases when... View Details
Keywords:
Testimonial;
Peer Information;
Social Proximity;
Communication;
Generic Medication;
Familiarity;
Marketing Communications;
Decision Choices and Conditions;
Identity;
Health Care and Treatment;
Marketing Reference Programs;
Power and Influence;
Brands and Branding;
Health Industry
Beshears, John, James J. Choi, David Laibson, Brigitte C. Madrian, and Gwendolyn Reynolds. "Testimonials Do Not Convert Patients from Brand to Generic Medication." American Journal of Managed Care 19, no. 9 (September 2013): e314–e316.
- 30 Jan 2006
- HBS Case
The Case of the Mystery Writer’s Brand
enjoy the same name recognition, Patterson regularly outsells other "brand-name authors" such as Stephen King and Tom Clancy by simply publishing more books, averaging three titles each year with the occasional assistance of a...
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- 07 Mar 2019
- News
Smart Marketing Brings Rapid Growth to Latino Brands
the company’s name and philosophy. “The name Intelligent Mexican Marketing was [developed] because we wanted to challenge how Latinos were perceived in the United States. Our objective as a company was to...
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- 16 Apr 2001
- Research & Ideas
Brand Power from Wedgwood to Dell: Part One
source of competitive advantage. Field's brand was built on the appealing, elegant, retail experience or encounter in a department store defined by quality goods that have Field's name on them.—Nancy F....
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by Martha Lagace
- 20 Aug 2015
- Blog Post
AVICII: REFLECTIONS ON MANAGING THE BRAND OF A GLOBAL SUPERSTAR
goals, and values related to our lives and careers post business school. One of my ten photos was of a young Swedish DJ named Avicii and his manager Ash Pournouri. For me this photo represented my desire to work with global superstar...
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Keywords:
Entertainment / Media / Sports
- October 2015 (Revised September 2016)
- Case
Whirlpool Corp.: Structuring the Deal to Acquire Hefei Rongshida Sanyo Electric Company
By: Benjamin C. Esty and Nancy Hua Dai
Ian Lee, Whirlpool's VP for North Asia, had been negotiating a possible acquisition with Jackie Jin, the chairman of a leading Chinese appliance manufacturer named Hefei Rongshida Sanyo Electric Company (Hefei Sanyo), for almost six months when suddenly Hefei Sanyo's...
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Keywords:
Mergers & Acquisitions;
Regulation;
Cross-border Investment;
Brand Names;
State-owned Enterprise (SOE);
Appliances;
White Goods;
Consumer Durables;
Negotiation;
Valuation;
Mergers and Acquisitions;
State Ownership;
Foreign Direct Investment;
Brands and Branding;
Consumer Products Industry;
China
Esty, Benjamin C., and Nancy Hua Dai. "Whirlpool Corp.: Structuring the Deal to Acquire Hefei Rongshida Sanyo Electric Company." Harvard Business School Case 216-019, October 2015. (Revised September 2016.)
- October 2016 (Revised April 2018)
- Case
ASICS: Chasing a 2020 Vision
By: Elie Ofek, Nobuo Sato and Akiko Kanno
In early 2016, Motoi Oyama, president and CEO of ASICS, a major sports apparel and footwear manufacturer based in Japan, lays out his company’s growth plan for the upcoming 5 years. The new plan set ambitious goals in terms of revenue and profit increases. At the heart...
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Keywords:
Brand Management;
Sports Apparel;
Competitive Positioning;
Direct To Consumer Marketing;
Retail Formats;
Lifestyle Brands;
Information Technology;
Competition;
Brands and Branding;
Organizational Change and Adaptation;
Digital Platforms;
Product Positioning;
Marketing Channels;
Sports;
Retail Industry;
Apparel and Accessories Industry;
Sports Industry;
Entertainment and Recreation Industry
Ofek, Elie, Nobuo Sato, and Akiko Kanno. "ASICS: Chasing a 2020 Vision." Harvard Business School Case 517-060, October 2016. (Revised April 2018.)
- January 2015 (Revised November 2016)
- Case
Stella McCartney
By: Anat Keinan and Sandrine Crener
Stella McCartney launched her own fashion house under her name in a partnership with the luxury conglomerate Kering as a 50/50 joint venture in 2001. A lifelong vegetarian, Stella McCartney does not use any leather or fur in her collections, which include women's...
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Keywords:
Luxury;
Luxury Brand;
Luxury Fashion;
Fashion;
Sustainability;
Social Corporate Responsibility;
Marketing Partnerships;
Entrepreneurship;
Cause Marketing;
Ethical Marketing;
Charity Goods;
Sustainable Fashion;
Ethical Fashion;
Designer Brand;
Stella McCartney;
Brand Positioning;
Growth Strategy;
Brand Extension;
Brand Communication;
Kering Group;
H&M;
Adidas;
Product Positioning;
Business Conglomerates;
Competitive Advantage;
Environmental Sustainability;
Brands and Branding;
Fashion Industry;
Apparel and Accessories Industry
Keinan, Anat, and Sandrine Crener. "Stella McCartney." Harvard Business School Case 515-075, January 2015. (Revised November 2016.)
- 2012
- Chapter
Firing Your Best Customers: How Smart Firms Destroy Relationships Using CRM
By: Jill Avery and Susan Fournier
With incidences in the 20%–25% range, the practice of firing customers has become increasingly attractive as firms try to maximize the lifetime value of their customer portfolios. This chapter traces the relationship trajectory of a 30-year customer of Filene's...
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Keywords:
Brands;
Brand Management;
CRM;
Customer Relationship Management;
Customer Focus and Relationships;
Customers;
Marketing;
Brands and Branding;
Marketing Communications;
Marketing Strategy;
Consumer Products Industry
Avery, Jill, and Susan Fournier. "Firing Your Best Customers: How Smart Firms Destroy Relationships Using CRM." In Consumer-Brand Relationships: Theory and Practice, edited by Susan Fournier, Michael Breazeale, and Marc Fetscherin, 301–316. Routledge, 2012. (Paperback edition published in 2013.)
- April 2013
- Article
In Search of a Second Act: Riding the Popularity of a Great First Product Is Easy; Finding the Next One Is Hard
By: Elie Ofek and Jill Avery
The article presents a fictional case study on new product development and improvement after the successful launch of a first breakthrough product. Topics include business planning for brand name products, finance and investment for the development of educational toys,...
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Keywords:
Innovation;
Growth Strategy;
Consumer Marketing;
Marketing;
Brand Management;
Market Research;
New Product Development;
Marketing Management;
Technology Commercialization;
Technology;
Brands and Branding;
Marketing Strategy;
Product Marketing;
Consumer Products Industry;
Electronics Industry;
Technology Industry;
North and Central America;
United States
Ofek, Elie, and Jill Avery. "In Search of a Second Act: Riding the Popularity of a Great First Product Is Easy; Finding the Next One Is Hard." Harvard Business Review 91, no. 4 (April 2013): 133–137.
- February 10, 2023
- Article
The Case for Having a Boring CEO
CEOs who avoid the cameras and minimize drama offer valuable leadership lessons. Their lifestyles aren’t splashed on the pages of magazines. They don’t speak out on every public issue, and their pronouncements are balanced and cautious. Sometimes when I name them as my...
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Keywords:
CEO;
Leadership;
Company Management;
Personal Brand;
Reliability;
Humility;
Public Opinion
Kanter, Rosabeth Moss. "The Case for Having a Boring CEO." Wall Street Journal (online) (February 10, 2023).
- 12 Feb 2021
- News
How Dunkin’ Donuts Took Over the World
Subscribe on iTunes Subscribe on Spotify More Skydeck episodes Courtesy Bob Rosenberg Courtesy Bob Rosenberg Dan Morrell: In 1963, Bob Rosenberg’s (MBA 1963) father asked him to become CEO of Universal Food Systems—which included a regional View Details
Keywords:
brands;
leadership;
management;
strategy;
operations;
career;
Food and Beverage Stores;
Retail Trade
- September 2000
- Case
Renaming Computer Power Group
Presents results of a consumer survey used to guide selection of a new corporate brand name. Four alternative names are tested for their ability to communicate desired company attributes to consumers. The pros and cons of developing brand names at corporate versus...
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Fournier, Susan M., and Andrea Carol Wojnicki. "Renaming Computer Power Group." Harvard Business School Case 501-007, September 2000.
- April 2012
- Case
Introducing iSnack 2.0: The New Vegemite
By: Anat Keinan, Francis Farrelly and Michael Beverland
Vegemite is an iconic Australian breakfast spread and is often seen as a quintessential Australian product. This case focuses on Kraft's decision to revitalize brand performance through the introduction of a brand extension. Drawing on extensive social media analysis...
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Keywords:
Food;
Product Launch;
Conflict and Resolution;
Brands and Branding;
Consumer Products Industry;
Food and Beverage Industry
Keinan, Anat, Francis Farrelly, and Michael Beverland. "Introducing iSnack 2.0: The New Vegemite." Harvard Business School Case 512-020, April 2012.
- 18 Nov 2019
- Video
Alberto Grimoldi
Alberto Grimoldi, President of the Argentina-based apparel and footwear company Grimoldi, describes improving the image of his company by removing the name "Grimoldi" from their products, and using...
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- 25 Aug 2022
- News
Action Plan: Fired Up
“We’re not a brand; we’re a community,” says Traeger Grills President and CEO Jeremy Andrus (MBA 2002). At his Salt Lake City–based barbecue equipment company, and throughout his career, Andrus has made developing company culture an entrepreneurial priority....
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