-
The Lure of Global Branding
Globalization Magazine ArticleBrand builders everywhere think they want global brands. But global brand leadership, not global brands, should be the priority. Successful companies follow four principles to meet that goal. -
Name Your Brand with a Global Audience in Mind
Strategy & Execution Digital ArticleFive tips for positioning yourself in international markets. -
The Sure Thing That Flopped (HBR Case Study and Commentary)
Sales & Marketing Magazine ArticleTibal Fisher made a fortune selling trendy, inexpensive home furnishings to baby boomers. With that generation beginning to enter its sixties, he sees... -
Rotary Strengthened Their Brand by Simplifying It
Sales & Marketing Digital ArticleFour steps cut down on complexity. -
Tiger Woods and the Coming Decline of Celebrity Endorsements
Brand management Digital ArticleGolf champion Tiger Woods no longer represents global consulting and technology services firm Accenture, as of December 13. Accenture is the first of Woods’ corporate sponsors to pull out of the relationship completely. A day earlier, Gillette announced a suspension of Woods’ marketing appearances for an unspecified period. For anyone missing two weeks of headlines, […] -
Why Is the NFL's Brand More Valuable than Ever?
Sales & Marketing Digital ArticleDespite a raft of scandals, Americans can't get enough football. -
High-Tech Touchpoints Are Changing Customer Experience
Sales & Marketing Digital ArticleAs technology becomes more powerful and affordable, your company is only limited by its imagination. -
The Most Successful Brands Focus on Users — Not Buyers
Customer experience Digital ArticleAnd research shows that their customers are consequently more loyal. -
Make Your Best Customers Even Better
Sales & Marketing Magazine ArticleCompanies that focus on their "superconsumers"--a subset of heavy consumers who are highly engaged with a category and a brand--can realize even greater... -
How Financial Brands Should Market In a Recession
Brand management Digital ArticleRecent news coverage of the cosmetic name change from AIG to AIU at the failed company’s New York headquarters reminds us that a brand is a precious asset. The value of any brand asset depends upon whether it has delivered on its past promises and is believed likely to do so in the future. It […] -
Maintaining a Unified Brand in a Fragmented World
Sales & Marketing Digital ArticlePut the power back in your hands with a transbranding approach. -
The New Science of Customer Emotions
Strategy & Execution VideoThey can be a source of competitive advantage and growth. -
What Becomes an Icon Most?
Sales & Marketing Magazine ArticleSome brands become icons. Think of Nike, Apple, Harley-Davidson. But they are not built according to the principles of conventional marketing, says Harvard... -
The One Thing You Must Get Right When Building a Brand
Sales & Marketing Magazine ArticleIt's wrong to think we're entering a world in which traditional marketing activities will become irrelevant. Yet the scale and speed of social media make... -
Using Technology to Create a Better Customer Experience
Sales & Marketing Digital ArticleYour strategy should be driven by relationship-building - not shiny new tech. -
Selling the Brand Inside
Business communication Magazine ArticleYou tell customers what makes you great. Do your employees know? -
Great Advertising Is Both Local and Global
Brand management Digital ArticleFocus your campaign on a universally embraced idea that will resonate worldwide. -
The HBR Interview: Starbucks CEO Howard Schultz
Leadership & Managing People Magazine ArticleTwo years ago Starbucks ran into trouble, and Schultz was called on to serve a second time as its CEO. In this edited interview, he talks about the effects... -
What High-Tech Managers Need to Know About Brands
IT management Magazine ArticleBrands are not just names slapped on products by the marketing department; they embody the value those products have for your customers. That may be more true for high-tech products than it is for soap. -
Google+ and Groucho Marx
Marketing Digital ArticleThis post is part of the HBR Insight Center Marketing That Works. When Google+ first launched, I received invitations from a couple of people, but Google wouldn’t actually let me join. Yes, it was a little embarrassing. Thanks for noticing. Did you get an early invitation that worked? Or, like me, did you have to […]
-
Nestle's Maggi: Pricing and Repositioning a Recalled Product
Sales & Marketing Case Study11.95View Details In June 2015, the Indian food regulatory body, the Food Safety and Standards Authority of India, declared Nestlé's brand of noodles, Maggi, unsafe for... -
Black & Decker Corp. (C): "Operation Sudden Impact" Results--1992-94
Sales & Marketing Case Study5.00View Details Describes the initial results of Black & Decker's strategy in the United States. -
Marketing Reading: Competitive Strategies
Sales & Marketing Tool40.00View Details Core Curriculum Readings in Marketing cover fundamental concepts, theories, and frameworks in marketing. For classroom use in higher education, this Reading... -
Mãe Terra and Unilever (B)
Leadership & Managing People Case Study5.00View Details Unilever is making strides to integrate the operations of Mae Terra-one of Brazil's leading brands for packaged organic foods-into its own structures,... -
HTC Corp. in 2012
Strategy & Execution Case Study11.95View Details After 15 years of remarkable achievements, Taiwan-based HTC Corp. faced difficult times by 2012. CEO Peter Chou, who drove HTC's transformation from an... -
Black & Decker Corp. (D): DeWalt Opportunities in Europe and Japan
Sales & Marketing Case Study5.00View Details Describes Black & Decker's challenges in international markets, particularly in Europe and Japan. -
Nestle's Nescafe Partners' Blend: The Fairtrade Decision (A)
Organizational Development Case Study11.95View Details In early 2005, Nestle is in the midst of a decision: whether or not the Fairtrade mark should be applied on Partners' Blend, a new instant coffee product... -
McDonald's Russia: Managing a Crisis
Sales & Marketing Case Study11.95View Details In August 1998, George Cohon, founder and senior chairman of McDonald's Russia, is facing an economic state of emergency. Russia is in the midst of a... -
The Eleganzia Group
Sales & Marketing Case Study11.95View Details Eleganzia Group management faces tough decisions heading into the summer of 2010. With tourism on the decline due to the global economic recession, General... -
The Multichannel Challenge at Natura in Beauty and Personal Care (A)
Sales & Marketing Case Study11.95View Details Faced with declining market share and sales, Natura, Brazil's second largest brand in the cosmetics, fragrances, and toiletries market, expanded its customer... -
BMWFilms
Sales & Marketing Case Study11.95View Details Jim McDowell, VP of marketing at BMW North America, is debating how to follow up the success of his latest marketing campaign, "BMWFilms." This campaign... -
Shimla Dairy Products Private Ltd., India: Poised for Growth?
Sales & Marketing Case Study11.95View Details The technical director of Shimla Dairy Products, a government-licensed food manufacturer, has spent time working in the cheese industry in Australia.... -
Apple Inc. in 2015
Strategy & Execution Case Study11.95View Details At the end of 2014, Apple Inc. recorded the most profitable quarter of any firm in history, and its market capitalization soon topped $700 billion. 'Apple... -
Unilever: Opportunities in the White Spaces
Strategy & Execution Case Study11.95View Details May 2016, Singapore. Umesh Shah, the head of Unilever International (UI), was pleased with what his team had been able to achieve since the business unit... -
Nantucket Nectars
Innovation & Entrepreneurship Case Study11.95View Details The founders of Nantucket Nectars are trying to decide whether to sell their company. The case describes how the founders started the company and grew... -
Choosy
Innovation & Entrepreneurship Case Study11.95View Details Founded in 2017, Choosy is a data-driven fashion startup that uses algorithms to identify styles trending on social media. After manufacturing similar... -
Haier's High-End Brand Casarte: Can Multi-Branding Work?
Strategy & Execution Case Study11.95View Details In 2015, the management of Haier Group (Haier), a Chinese company that designed, developed, manufactured, marketed, and serviced home appliances, faced... -
Back to the Roots
Sales & Marketing Case Study11.95View Details Back to the Roots (BTTR) is a start-up with a social mission to "undo food"-to reconnect people to where their food comes from. In late 2017, Back to... -
Caesar IT Services: Marketing Multiple Value Propositions
Organizational Development Case Study11.95View Details Caesar, a professional IT services firm, has competed in the Dutch IT market since 1993. Its initial value proposition was providing its customers with... -
Snapple
Sales & Marketing Case Study11.95View Details Tells the story of Snapple's rise and fall, and poses the question "Can it recover?" Many soft-drink brands flourished in the 1980s serving New York's...
-
Nestle's Maggi: Pricing and Repositioning a Recalled Product
Sales & Marketing Case Study11.95View Details In June 2015, the Indian food regulatory body, the Food Safety and Standards Authority of India, declared Nestlé's brand of noodles, Maggi, unsafe for... -
Black & Decker Corp. (C): "Operation Sudden Impact" Results--1992-94
Sales & Marketing Case Study5.00View Details Describes the initial results of Black & Decker's strategy in the United States. -
The Lure of Global Branding
Globalization Magazine ArticleBrand builders everywhere think they want global brands. But global brand leadership, not global brands, should be the priority. Successful companies follow four principles to meet that goal. -
Marketing Reading: Competitive Strategies
Sales & Marketing Tool40.00View Details Core Curriculum Readings in Marketing cover fundamental concepts, theories, and frameworks in marketing. For classroom use in higher education, this Reading... -
Embracing diversity, equity, and inclusion (DEI): Considerations and opportunities for brand managers
Management Digital ArticleDiversity, equity, and inclusion (DEI) is ubiquitous in today's public discourse, underpinned by societal recognition of inequality and demands for less... -
Name Your Brand with a Global Audience in Mind
Strategy & Execution Digital ArticleFive tips for positioning yourself in international markets. -
The Sure Thing That Flopped (HBR Case Study and Commentary)
Sales & Marketing Magazine ArticleTibal Fisher made a fortune selling trendy, inexpensive home furnishings to baby boomers. With that generation beginning to enter its sixties, he sees... -
Sustainability: How Stakeholder Perceptions Differ from Corporate Reality
Innovation & Entrepreneurship Digital ArticleA strong reputation is widely acknowledged to be the most valuable asset of a firm, and sustainability has become an important component of corporate... -
Rotary Strengthened Their Brand by Simplifying It
Sales & Marketing Digital ArticleFour steps cut down on complexity. -
Mãe Terra and Unilever (B)
Leadership & Managing People Case Study5.00View Details Unilever is making strides to integrate the operations of Mae Terra-one of Brazil's leading brands for packaged organic foods-into its own structures,...