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• Case | HBS Case Collection | February 2018 (Revised September 2019)

  The Marriott-Starwood Merger: Navigating Brand Portfolio Strategy and Brand Architecture

  Jill Avery, Chekitan S. Dev and Laure Mougeot Stroock

  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 and designing a strategy that would clearly differentiate each brand from the others and a brand architecture system to communicate to consumers how to navigate among them. She would need to decide whether and how to prune brands from the portfolio, whether and how to combine brands through dual-branding and or sub-branding strategies, and whether, where, and how to use the Marriott parent brand to endorse the remaining brands.

  Keywords: brand management; brand architecture; brand portfolio; Merger; Hospitality Industry; services marketing; branded house; house of brands; sub-branding; Marketing; Marketing Strategy; Brands and Branding; Mergers and Acquisitions; Consumer Behavior; Advertising; Travel Industry; Accommodations Industry; Tourism Industry; United States; North America; Europe; Asia;

  Citation:

  Avery, Jill, Chekitan S. Dev, and Laure Mougeot Stroock. "The Marriott-Starwood Merger: Navigating Brand Portfolio Strategy and Brand Architecture." Harvard Business School Case 518-081, February 2018. (Revised September 2019.)  View Details

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• Case | HBS Case Collection | December 2018 (Revised September 2019)

  Brand Activism: Nike and Colin Kaepernick

  Jill Avery and Koen Pauwels

  Nike's selection of politically polarizing Colin Kaepernick as the spokesperson for the 30th anniversary of its iconic "Just Do It" campaign catapulted the brand into the media spotlight and made it a political flashpoint for consumers across America. Would the choice of Kaepernick positively or negatively affect Nike's business results or just generate a lot of social media chatter? As Nike's management team watched some people burn their sneakers in protest on YouTube and others applaud the company's behavior on Facebook, they wondered whether inserting Nike into the middle of a heated political debate was the right thing to do or the most reckless action Nike's brand stewards had ever taken, putting Nike's $30 billion brand asset at risk? After all, on social media, it was easy to say that one would boycott or buycott a brand due to one's political beliefs, but in the marketplace, other purchase criteria often reigned supreme.

  Keywords: social media; digital marketing; entertainment; politics; activism; Brand equity; Marketing; Marketing Strategy; Brands and Branding; Marketing Communications; Sports; Advertising; Apparel and Accessories Industry; Sports Industry; Consumer Products Industry; United States; North America;

  Citation:

  Avery, Jill, and Koen Pauwels. "Brand Activism: Nike and Colin Kaepernick." Harvard Business School Case 519-046, December 2018. (Revised September 2019.)  View Details

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• Case | HBS Case Collection | December 2018 (Revised August 2019)

  Super Bowl Storytelling

  Shelle Santana, Jill Avery, Shelle Santana and Jill Avery

  The one day a year when consumers not only tolerate but actually eagerly anticipate ads is during the NFL's Super Bowl. In sharp contrast to their behavior on the other 364 days of the year, consumers watch an average of 89 commercials per Super Bowl game for an average of 46 minutes. Why are consumers willing to spend 3.5x more time watching commercials on the Super Bowl than on any other day of the year? Perhaps because they have come to expect the best, most creative, most engaging storytelling of the year from advertisers. With one out of every three Americans glued to the game, advertisers know they have a captive audience and they go to great lengths to stand out in what is somewhat akin to a battle of the brands. However, at a cost of more than $5 million for a 30-second spot, is Super Bowl advertising worth it? And, which types of Super Bowl stories are more and less likely to "win" on the Super Bowl?

  Keywords: television advertising; entertainment; brand management; Marketing; Marketing Strategy; Marketing Communications; Advertising; Television Entertainment; Brands and Branding; Media; Cost vs Benefits; Advertising Industry; Media and Broadcasting Industry; Sports Industry; United States; North America;

  Citation:

  Santana, Shelle, and Jill Avery. "Super Bowl Storytelling." Harvard Business School Case 519-041, December 2018. (Revised August 2019.)  View Details

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