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Show Results For
-
All HBS Web
(4,705)
- People (18)
- News (1,451)
- Research (2,330)
- Events (11)
- Multimedia (77)
- Faculty Publications (1,505)
- 2010
- Other Unpublished Work
Saving Face by Making Meaning: The Negative Effects of Brand Communities' Self-serving Response to Brand Extensions
By: Jill Avery
An ethnographic study of a brand community following the launch of the Porsche Cayenne SUV finds that brand extensions can negatively affect the value of their parent brands. By studying the collective response to brand extensions of existing consumers and by...
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- May 2020 (Revised October 2020)
- Teaching Note
The Marriott-Starwood Merger: Navigating Brand Portfolio Strategy and Brand Architecture
By: Jill Avery and Chekitan S. Dev
In September 2016, Marriott completed its $13.3 billion acquisition of Starwood Hotels & Resorts, which added 11 brands to its already robust 19 hotel brand portfolio. Tina Edmundson, Marriott’s global brand officer, was charged with making sense of the brand portfolio...
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- 2011
- Chapter
Consumers' Relationships with Brands
By: Susan Fournier and Jill Avery
This chapter presents a brand management paradigm based on the foundational principles of relationships. (1) Brand relationships are a means to an end: brand relationship managers must consider the whole person and understand how the brand adds meaning into people's...
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Keywords:
Marketing;
Brands;
Brand Building;
Brand Equity;
Brand Management;
Customer Relationship Management;
CRM;
Customer Focus and Relationships;
Brands and Branding;
Marketing Strategy;
Consumer Products Industry
Fournier, Susan, and Jill Avery. "Consumers' Relationships with Brands." Chap. 14 in Perspectives on Brand Management, edited by Mark D. Uncles, 225–248. Tilde University Press, 2011.
- June 2020
- Teaching Note
Understanding the Brand Equity of Nestlé Crunch Bar
By: Jill Avery and Gerald Zaltman
Teaching Note for HBS Case Nos. 519-061 and 519-062. In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of twenty of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Under the...
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- December 2012
- Article
Defending the Markers of Masculinity: Consumer Resistance to Brand Gender-Bending
By: Jill Avery
I study the Porsche Cayenne SUV launch to ethnographically analyze how men consuming a gendered brand respond to perceived brand gender contamination. Consumers' communal gender work in a Porsche brand community is analyzed to uncover brand gender contamination's...
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Keywords:
Brands;
Brand Building;
Brand Equity;
Brand Management;
Brand Positioning;
Marketing;
Brands and Branding;
Marketing Strategy;
Product Marketing;
Consumer Behavior;
Gender;
Identity;
Customer Focus and Relationships;
Auto Industry;
Consumer Products Industry
Avery, Jill. "Defending the Markers of Masculinity: Consumer Resistance to Brand Gender-Bending." International Journal of Research in Marketing 29, no. 4 (December 2012): 322–336. (Article was awarded the Marketing Science Institute's Best Paper Award.)
- April 2021 (Revised August 2021)
- Exercise
Workshop Exercise: Branding New Ventures
This workshop allows students follow a modified version of Google Venture's Brand Sprint to build a startup brand from scratch. Details on the elements of a brand are discussed, including defining the values and personality of the venture, as well as developing a clear...
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Wallace, Christina. "Workshop Exercise: Branding New Ventures." Harvard Business School Exercise 821-089, April 2021. (Revised August 2021.)
- 2015
- Article
The Nobel Prize: The Identity of a Corporate Heritage Brand
By: Mats Urde and Stephen A. Greyser
Purpose—The purpose of this study is to understand the identity of the Nobel Prize as a corporate heritage brand and its management challenges.
Design/methodology/approach—An in-depth case study analysed within a heritage brand model and a corporate... View Details
Design/methodology/approach—An in-depth case study analysed within a heritage brand model and a corporate... View Details
Keywords:
Nobel Prize;
Brand Stewardship;
Corporate Brand Identity;
Corporate Heritage Brand;
Heritage Brand Identity Process;
Networked Brand;
Organizations;
Brands and Branding
Urde, Mats, and Stephen A. Greyser. "The Nobel Prize: The Identity of a Corporate Heritage Brand." Journal of Product & Brand Management 24, no. 4 (2015): 318–332.
- December 2018 (Revised October 2020)
- Case
Shiseido: Reinvesting in Brand
By: Jill Avery and Nobuo Sato
Shiseido was in the midst of a six year corporate turnaround, trying to reverse the effects of decades of under-investment in R&D and marketing which had led to a cycle of declining customer support and brand value. Would the CEO’s VISION 2020 plan, centered on four...
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Keywords:
Brand Management;
Brand Value;
Turnaround;
Brand Portfolio;
Brand Communication;
Global Brands;
Digital Marketing;
Return On Investment;
Marketing ROI;
Internet Marketing;
Marketing;
Marketing Strategy;
Brands and Branding;
Value;
Growth and Development Strategy;
Investment Return;
Consumer Behavior;
Beauty and Cosmetics Industry;
Consumer Products Industry;
Japan;
Asia
Avery, Jill, and Nobuo Sato. "Shiseido: Reinvesting in Brand." Harvard Business School Case 519-026, December 2018. (Revised October 2020.)
- May 2020
- Teaching Note
Shiseido: Reinvesting in Brand
By: Jill Avery
Teaching Note for HBS Case No. 519-026. Shiseido was in the midst of a six year corporate turnaround, trying to reverse the effects of decades of under-investment in R&D and marketing that had led to a vicious cycle of declining customer support and brand value. Would...
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- January 2000
- Case
The Dimensions of Brand Equity for Nestlé Crunch Bar: A Research Case
By: Jill Avery and Gerald Zaltman
An in-depth study of consumers' thoughts and feelings about a branded candy bar.
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Keywords:
Brand Management;
Brand Equity;
Brand Communication;
Brand & Product Management;
Brand Building;
Brand Positioning;
Brand Storytelling;
Brand Strategy;
Brand Value;
Branding;
Marketing;
Advertising;
Customer Satisfaction;
Brands and Branding;
Consumer Behavior;
Food and Beverage Industry;
Consumer Products Industry
Avery, Jill, and Gerald Zaltman. "The Dimensions of Brand Equity for Nestlé Crunch Bar: A Research Case." Harvard Business School Case 500-083, January 2000.
- June 2014
- Article
Building Brand Knowledge Structures: Elaboration and Interference Effects on the Processing of Sequentially Advertised Brand Benefit Claims
By: Susan E. Heckler, Kevin L. Keller, Michael J. Houston and Jill Avery
Two experiments are reported that examine the effects of an ad campaign designed to link two different benefit claims to a brand. The findings indicated that recall for a subsequently advertised claim depended on the strength of existing brand-benefit links in memory....
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Keywords:
Marketing Communication;
Brand Building;
Brand Management;
Brands;
Advertising;
Consumer Psychology;
Advertising Campaigns;
Brands and Branding;
Marketing Communications;
Consumer Behavior;
Marketing Strategy;
Advertising Industry;
Consumer Products Industry
Heckler, Susan E., Kevin L. Keller, Michael J. Houston, and Jill Avery. "Building Brand Knowledge Structures: Elaboration and Interference Effects on the Processing of Sequentially Advertised Brand Benefit Claims." Journal of Marketing Communications 20, no. 3 (June 2014): 176–196.
- April 2019 (Revised October 2020)
- Case
Kraft Heinz: The $8 Billion Brand Write-Down
By: Jill Avery
On Friday, February 22, 2019, following an unexpected and disappointing earnings report, The Kraft Heinz Company’s stock price fell 27%, wiping out $16 billion in market value. CEO Bernardo Hees had announced that the company had taken a $15.4 billion asset write-down,...
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Keywords:
Brand Management;
Brand Value;
Brand Equity;
Marketing ROI;
Brand Storytelling;
Intangible Assets;
Brand Valuation;
Marketing;
Marketing Strategy;
Brands and Branding;
Management;
Corporate Strategy;
Consumer Behavior;
Food;
Marketing Communications;
Advertising;
Private Equity;
Consumer Products Industry;
Food and Beverage Industry;
United States;
North America
Avery, Jill. "Kraft Heinz: The $8 Billion Brand Write-Down." Harvard Business School Case 519-076, April 2019. (Revised October 2020.)
- August 2021 (Revised March 2023)
- Technical Note
Crossing Borders and Cultures: Global Branding
By: Jill Avery and Michael Moynihan
Many of the world's most valuable brands are global in scope. They benefit from shared meanings, systems, and stories across markets, and much of their allure for consumers lies in their "global-ness." Creating value from global brands requires successfully managing...
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Keywords:
Global Branding;
Marketing;
Brands and Branding;
Globalized Markets and Industries;
Supply and Industry;
Cross-Cultural and Cross-Border Issues;
Value Creation
Avery, Jill, and Michael Moynihan. "Crossing Borders and Cultures: Global Branding." Harvard Business School Technical Note 522-032, August 2021. (Revised March 2023.)
- 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...
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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
Quelch, John A. "Can Brand Trump Win a Presidency?" Harvard Business School Working Knowledge (June 7, 2016). (Republished by Forbes.com on June 7, 2016.)
- September 20, 2004
- Comment
How Consumers Value Global Brands
By: Douglas Holt, John A. Quelch and Earl L. Taylor
In 2002, we carried out a two-stage research project in partnership with the market research company Research International/USA to find out how consumers in different countries value global brands. First, we conducted a qualitative study in forty-one countries to...
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Keywords:
Global Brands;
Brand Value;
Multi-national Brands;
Social Responsibility;
Global Range;
Multinational Firms and Management;
Globalized Markets and Industries;
Brands and Branding;
Social Marketing;
Corporate Social Responsibility and Impact
Holt, Douglas, John A. Quelch, and Earl L. Taylor. "How Consumers Value Global Brands." Harvard Business School Working Knowledge (September 20, 2004).
- October 2019 (Revised December 2019)
- Case
La Roche-Posay: Growing L'Oreal's Active Cosmetics Brand
By: Jill Avery, Vincent Dessain and Mette Fuglsang Hjortshoej
As 2018 neared its end, Laetitia Toupet, international general manager of L’Oréal’s La Roche-Posay brand reflected on the brand’s achievements over the past year. At €1 billion in revenue, La Roche-Posay had recently become the number one dermocosmetics brand in the...
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Keywords:
Branding;
Brand Management;
Consumer Products;
Brand Positioning;
Target Market;
Global Brands;
Global Marketing;
Marketing;
Marketing Strategy;
Brands and Branding;
Globalized Firms and Management;
Consumer Products Industry;
Beauty and Cosmetics Industry;
Health Industry;
France;
Europe;
Brazil;
China;
Asia;
South America;
United States;
North America
Avery, Jill, Vincent Dessain, and Mette Fuglsang Hjortshoej. "La Roche-Posay: Growing L'Oreal's Active Cosmetics Brand." Harvard Business School Case 520-035, October 2019. (Revised December 2019.)
- 2022
- Working Paper
House Prices, Home Equity and Entrepreneurship: Evidence from U.S. Census Micro Data
By: Sari Pekkala Kerr, William R. Kerr and Ramana Nanda
During 1992-2007, house price growth is strongly correlated with local entrepreneurship. We show with Census Bureau data that most of this entry is related to construction and real estate; these entrants tend to be small and short-lived. Using a 1998 Texas reform that...
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Kerr, Sari Pekkala, William R. Kerr, and Ramana Nanda. "House Prices, Home Equity and Entrepreneurship: Evidence from U.S. Census Micro Data." Harvard Business School Working Paper, No. 15-069, February 2015. (Revised June 2022.)
Reconsidering the Urban Disadvantaged
Villa Victoria examines how of a group of low-income Puerto Rican migrants with little formal education living in a Boston enclave resisted the efforts of the city to relocate them in the name of "urban renewal." After a successful grassroots movement, the... View Details
- 2014
- Other Teaching and Training Material
Marketing Reading: Brand Positioning
By: Jill Avery and Sunil Gupta
This Reading addresses the principles of brand positioning and demonstrates how companies can strategically craft powerful, resonant, and unique brand positions to help products stand out amidst the cacophony of the marketplace. Strategic brand positioning provides...
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Keywords:
Brand Positioning;
Branding;
Consumer Research;
Defensive Strategies;
Market Positioning;
Marketing;
Product Differentiation;
Product Positioning;
Strategic Positioning;
Value Proposition;
Customer Relationship Management;
Organizational Structure;
Customer Satisfaction;
Brands and Branding
Avery, Jill, and Sunil Gupta. "Marketing Reading: Brand Positioning." Core Curriculum Readings Series. Boston: Harvard Business School Publishing 8197, 2014.
- November 2002 (Revised March 2003)
- Background Note
Brands and Branding
Develops a cultural framework for thinking about what a brand is and how firms shape their brands through their marketing activities. Four dimensions of the brand are described: economic, social, psychological, and symbolic.
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Keywords:
Brands and Branding
Holt, Douglas B. "Brands and Branding." Harvard Business School Background Note 503-045, November 2002. (Revised March 2003.)