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- 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.
- 2014
- Working Paper
The Nobel Prize: A 'Heritage-based' Brand-oriented Network
By: Mats Urde and Stephen A. Greyser
Purpose — Understanding the Nobel Prize as a 'true' heritage brand in a networked situation and its management challenges, especially regarding identity and reputation.
Methodology — The Nobel Prize serves as an in-depth case study and is analysed within... View Details
Methodology — The Nobel Prize serves as an in-depth case study and is analysed within... View Details
Keywords:
Nobel Prize;
Heritage Brand;
Brand Network;
Networked Brand;
Brand Within A Network;
Brand Orientation;
Brand Stewardship;
Corporate Brand Identity;
Reputation;
Networks;
Organizations;
Philanthropy and Charitable Giving;
Brands and Branding
Urde, Mats, and Stephen A. Greyser. "The Nobel Prize: A 'Heritage-based' Brand-oriented Network." Harvard Business School Working Paper, No. 15-010, August 2014.
- 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- Other Unpublished Work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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- 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.
- 13 Mar 2005
- Research & Ideas
The Tricky Business of Nonprofit Brands
nonprofit activities and missions can and do evolve to meet these changing needs and challenges. When the mission and brand image (as perceived in the market) are no longer in synch, a re-branding process or...
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Keywords:
by Manda Salls
- 04 Feb 2002
- Research & Ideas
How a Juicy Brand Came Back to Life
lesson executives considering a brand acquisition might want to keep in mind. There are factors beyond economic analysis to take into account if the process of brand management...
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- 03 Nov 2014
- Research & Ideas
Brand Lessons From the Nobel Prize
brand heritage as "a dimension of a brand's identity found in its track record, longevity, core values, use of symbols and particularly in an organizational belief that history...
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Keywords:
by Carmen Nobel
- April 2016 (Revised March 2019)
- Case
Moleskine (A)
By: Ryan Raffaelli, Raffaella Sadun and Kathy Qu
Describes the founding and growth challenges facing Moleskine, an Italian-based consumer products company known for its oilcloth-covered notebooks once used by Ernest Hemingway and Vincent van Gogh. CEO Arrigo Berni and co-founder Maria Sebregondi aim to transform the...
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Keywords:
Creative Industries;
Brand Building;
Digital Innovation;
Digital Services And Strategy;
Process Improvement;
Culture;
Identity Construction;
Innovation;
Growth and Development Strategy;
Leadership;
Organizational Change and Adaptation;
Organizational Culture;
Innovation Strategy;
Consumer Products Industry
Raffaelli, Ryan, Raffaella Sadun, and Kathy Qu. "Moleskine (A)." Harvard Business School Case 716-407, April 2016. (Revised March 2019.)
- May 2016 (Revised November 2018)
- Supplement
Moleskine (B)
By: Ryan Raffaelli, Raffaella Sadun and Kathy Qu
This case discusses the decisions and outcomes of CEO Arrigo Berni and founder Maria Sebregondi that the Moleskine (A) case laid out.
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Keywords:
Creative Industries;
Brand Building;
Digital Innovation;
Digital Services And Strategy;
Process Improvement;
Organization Change And Adaptation;
Culture;
Identity Construction;
Growth and Development Strategy;
Leadership;
Organizational Change and Adaptation;
Technological Innovation;
Creativity;
Brands and Branding;
Consumer Products Industry
Raffaelli, Ryan, Raffaella Sadun, and Kathy Qu. "Moleskine (B)." Harvard Business School Supplement 716-464, May 2016. (Revised November 2018.)
- 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.
- January 2000
- Case
Selecting a New Name for Security Capital Pacific Trust
A methodology for selecting a new corporate brand name is explored, highlighting different types of names, criteria and hurdles in securing new names, and legal implications. Brand identity consultancy Lippincott & Margulies guided a real estate investment trust...
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Fournier, Susan M., and Andrea Carol Wojnicki. "Selecting a New Name for Security Capital Pacific Trust." Harvard Business School Case 500-054, January 2000.
- 30 Oct 2014
- Working Paper Summaries
The Nobel Prize: A ‘Heritage-based’ Brand-oriented Network
Keywords:
by Mats Urde & Stephen A. Greyser
- October 2001 (Revised August 2005)
- Case
Zipcar
By: Myra M. Hart and Wendy Carter
Provides a detailed description of the processes and tasks associated with creating a new venture in an emerging industry (subscription car-sharing for urban dwellers). Chronicles the entrepreneur's concept development, industry analysis, market research, identity...
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- November 2002 (Revised May 2003)
- Case
ConAgra Foods
By: Ray A. Goldberg and Ingrid Vargas
In 2002, ConAgra Foods CEO Bruce Rohde was deliberating the next steps in the process of transforming the company from an agribusiness giant to a value-added food processor. ConAgra had become the second largest food company and number one food service supplier in the...
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Keywords:
Corporate Strategy;
Leading Change;
Change Management;
Organizational Change and Adaptation;
Food;
Agribusiness;
Product;
Business Processes;
Management Teams;
Expansion;
Brands and Branding;
Food and Beverage Industry;
Agriculture and Agribusiness Industry;
United States
Goldberg, Ray A., and Ingrid Vargas. "ConAgra Foods." Harvard Business School Case 903-412, November 2002. (Revised May 2003.)
- 13 Nov 2013
- Research & Ideas
Should Men’s Products Fear a Woman’s Touch?
change the identity meanings associated with their brands in general, especially for a brand that has a long history of narrative and storytelling and suddenly wants to shift...
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- July 2022 (Revised January 2023)
- Case
Vicky Tsai and Tatcha: Confronting Stereotypes
By: Geoffrey Jones and Veronica Tong
Teaching Plan for HBS Case No. 323-007. This case examines the career of Vicky Tsai, the creator of San Francisco-based TATCHA, a Japanese-themed luxury beauty brand launched in 2009. It explores how Tsai developed the concept, assembled management, and successfully...
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Keywords:
Cosmetics Industry;
Japan;
Startup;
Marketing;
Entrepreneurship;
Growth and Development;
Product Development;
Product Marketing;
Acquisition;
Identity;
Brands and Branding;
Ethnicity;
Gender;
Beauty and Cosmetics Industry;
United States
Jones, Geoffrey, and Veronica Tong. "Vicky Tsai and Tatcha: Confronting Stereotypes." Harvard Business School Case 323-007, July 2022. (Revised January 2023.)
- 5 Sep 2013
- Conference Presentation
The Color of Taste: Selling Food in Clear Packages in the Early-Twentieth-Century United States
By: Ai Hisano
This paper examines the role of color in the marketing and retailing of food products by focusing on the increasingly popular presentation of food in clear packages in the early-twentieth-century United States. In the 1910s, a candy company began using cellophane to...
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Hisano, Ai. "The Color of Taste: Selling Food in Clear Packages in the Early-Twentieth-Century United States." Paper presented at the CHORD Conference, Centre for the History of Retailing and Distribution (CHORD), Leeds, UK, September 5, 2013.
- 29 Jan 2013
- First Look
First Look: Jan. 29
different non-work identity management strategies-namely assenting to, complying with, resisting, or inverting the pressures-and delineate the consequences of these strategies for people and their organizations/occupations. Expected Firm...
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Keywords:
Sean Silverthorne
- 14 Oct 2014
- First Look
First Look: October 14
firms. These findings remain robust when we address potential reverse causality by exploring the regional pattern and process of agglomeration. Publisher's link:...
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Keywords:
Sean Silverthorne
- 28 Apr 2009
- First Look
First Look: April 28, 2009
by-product produced is exactly the amount that can be produced using the entire waste stream). The operational synergy in the joint production process is manifested as one of two subsidies: the by-product is subsidized by the disposal...
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Keywords:
Martha Lagace