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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 | January 2019 (Revised June 2019)

  Glossier: Co-Creating a Cult Brand with a Digital Community

  Jill Avery

  Glossier’s proclaimed strategy was “born from content, fueled by community”. The digital-first, direct-to-consumer beauty brand had experienced rapid growth, with sales up 600% in 2017 and a customer portfolio that grew by threefold. But, its founder, Emily Weiss, was not complacent. Instead, she dreamed of creating the world’s first socially-driven brand that inserted its community into the buying experience so that the company was merchandising people, their opinions, and their content, just as much as they were merchandising products. As her team debates marketing strategies for 2018, they recognize the opportunities and challenges associated with managing Glossier’s rapidly scaling brand community. While the community’s support had emerged organically in the past, the team was now debating whether the company’s next phase of growth would need to be fueled by a greater emphasis on paid peer-to-peer sales representatives, professional influencer marketing, paid media, and a physical market presence.

  Keywords: Brands; brand management; brand communication; retailing; e-commerce; DTC; influencer; digital marketing; social media; Startup; internet marketing; big data; crowdsourcing; Marketing; Marketing Channels; Marketing Communications; Brands and Branding; Marketing Strategy; Entrepreneurship; Venture Capital; Consumer Behavior; Distribution; Growth and Development Strategy; Consumer Products Industry; Beauty and Cosmetics Industry; Retail Industry; United States; North America;

  Citation:

  Avery, Jill. "Glossier: Co-Creating a Cult Brand with a Digital Community." Harvard Business School Case 519-022, January 2019. (Revised June 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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