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• Technical Note | HBS Case Collection | October 2018 (Revised July 2019)

  The Brand Management of Places

  E. Ofek and Nathaniel Schwalb

  The brand management of places, such as countries, cities and regions, has received increasing attention in recent years. The associations, impressions and reputations that people have of a certain place can have a big impact in a number of areas – from tourism, to exports, to drawing talent, to securing foreign investment, to public diplomacy, and to political leadership. Consequently, a number of stakeholders may attempt to influence the perceptions that people have about a place in a way that is conducive to their goals. This background note lays the ground for instructors to expose students to the concept of a place brand, allow examining the ways in which it may be influenced, and examine the motivations of the various actors. The note provides ample examples of countries and cities that have actively tried to shape their brand identity and further exposes students to recent trends and vehicles (such as social media) relevant for the branding of places. The note raises a set of issues on this topic that can serve as the basis for a rich classroom discussion.

  Keywords: Place Brand; Destination Brand; Nation Brand; Public Diplomacy; Brands and Branding; Management; Perception; Public Opinion;

  Citation:

  Ofek, E., and Nathaniel Schwalb. "The Brand Management of Places." Harvard Business School Technical Note 519-007, October 2018. (Revised July 2019.)  View Details

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• Case | HBS Case Collection | February 2019 (Revised May 2019)

  Koita Milk

  Lynda M. Applegate, Elie Ofek and Michael Norris

  In 2018, Mustafa Koita, Founder and CEO of Dubai-based organic milk company Koita has to decide whether or not to pursue an investment from a potential competitor who is coming into his local market.

  Keywords: Organic Milk; Mom Blog; Entrepreneurship; Cash Flow; Food; Growth Management; Investment; Social Marketing; Ownership Stake; Agriculture and Agribusiness Industry; Food and Beverage Industry; United Arab Emirates; Dubai;

  Citation:

  Applegate, Lynda M., Elie Ofek, and Michael Norris. "Koita Milk." Harvard Business School Case 819-001, February 2019. (Revised May 2019.)  View Details

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• Case | HBS Case Collection | May 2019

  Ride-Hailing Services: Forecasting Uber's Growth

  E. Ofek, Eitan Muller and Barak Libai

  Citation:

  Ofek, E., Eitan Muller, and Barak Libai. "Ride-Hailing Services: Forecasting Uber's Growth." Harvard Business School Case 519-097, May 2019.  View Details

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