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Publications

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    • All HBS Web  (1,260)
      • Faculty Publications  (141)

      Brand Building Remove Brand Building →

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      • October 2023
      • Case

      Vida Health: Transforming Chronic Disease Treatment

      By: William Sahlman and Nicole Tempest Keller
      San Francisco based Vida Health, founded by Stephanie Tilenius, former vice president of Commerce and Payments at Google, was a B2B digital health startup focused on the treatment of cardiometabolic conditions, such as diabetes and obesity. Its innovative digital...  View Details
      Keywords: Corporate Strategy; Health Industry; Technology Industry; United States; California; San Francisco
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      Sahlman, William, and Nicole Tempest Keller. "Vida Health: Transforming Chronic Disease Treatment." Harvard Business School Case 824-001, October 2023.
      • October 2023
      • Case

      Kevin O'Leary: Building a Brand in Shark-infested Waters

      By: Reza Satchu and Patrick Sanguineti
      For more than fifteen years, successful Canadian entrepreneur and investor Kevin O’Leary had developed his brand into a global powerhouse. Since his first appearance on the Canadian television program Dragons’ Den in 2006 and his meteoric rise to stardom through the...  View Details
      Keywords: Personal Brand; Entrepreneurship; Crisis; Social Media
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      Satchu, Reza, and Patrick Sanguineti. "Kevin O'Leary: Building a Brand in Shark-infested Waters." Harvard Business School Case 824-095, October 2023.
      • September–October 2023
      • Article

      Building Brand Engagement: Lessons from NFTs and Collectibles

      By: Frank V. Cespedes and Ben Plomion
      The financial hype about Non-Fungible Tokens (NFTs) has cooled considerably since trading in that market went from more than $780 million on May 1, 2022 to less than $295 million for the entire month of May, 2023. But brands launch marketing campaigns in this medium,...  View Details
      Keywords: Opportunities; Digital Strategy; Brands and Branding; Marketing Strategy
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      Cespedes, Frank V., and Ben Plomion. "Building Brand Engagement: Lessons from NFTs and Collectibles." European Business Review (September–October 2023): 2–5.
      • August 2023
      • Case

      BYD, China, and Global Electric Vehicle Rivalry

      By: Cynthia A. Montgomery and Max Hancock
      In 2023, BYD, a Chinese electric vehicle (EV) maker, surpassed Tesla to become the world's best-selling EV brand. BYD began selling mobile phone batteries in 1995, acquired a license to sell vehicles in 2002, and spent two decades building its EV brand, growing its...  View Details
      Keywords: Competition; Competitive Strategy; Expansion; Segmentation; Vertical Integration; Auto Industry; China; Europe; United States; Japan; South Korea
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      Montgomery, Cynthia A., and Max Hancock. "BYD, China, and Global Electric Vehicle Rivalry." Harvard Business School Case 724-358, August 2023.
      • 2023
      • Working Paper

      LALIGA—From a Soccer Competition Organizer to a Global Player in the Sports and Entertainment Industry

      By: Stephen A. Greyser, Kenneth Cortsen and Juan Fuentes Fernández
      LALIGA, the first- and second-tier professional soccer league (known as “football” outside of the U.S. and Canada) in Spain, enters its 100th soccer season later this decade. The most popular game in the world (Giulianotti, 2012) has gone through many changes since...  View Details
      Keywords: Soccer; "Sports Organizations,; Business History; Strategy; Brands and Branding; Technology Adoption; Sports Industry
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      Greyser, Stephen A., Kenneth Cortsen, and Juan Fuentes Fernández. "LALIGA—From a Soccer Competition Organizer to a Global Player in the Sports and Entertainment Industry." Harvard Business School Working Paper, No. 24-009, August 2023.
      • 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...  View Details
      Keywords: Personal Brand; Influencer Marketing; Leadership Development; Marketing; Brands and Branding; Identity; Reputation; Competency and Skills
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      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.
      • July 2022 (Revised November 2023)
      • Case

      3G Capital

      By: Jo Tango and Alys Ferragamo
      In June 2022, 3G Capital Co-Managing Partners Alex Behring and Daniel Schwartz were in a partners’ meeting. On the agenda were three potential investments. Code named “Alpha,” “Bravo,” and “Charlie” (real target companies that have been disguised), they were the...  View Details
      Keywords: Investment Decisions; Leveraged Buyout; Investment Funds; Investment Portfolio; Decision Choices and Conditions; Private Equity
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      Tango, Jo, and Alys Ferragamo. "3G Capital." Harvard Business School Case 823-010, July 2022. (Revised November 2023.)
      • 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...  View Details
      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
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      Jones, Geoffrey, and Veronica Tong. "Vicky Tsai and Tatcha: Confronting Stereotypes." Harvard Business School Case 323-007, July 2022. (Revised January 2023.)
      • June 2022
      • Case

      Worten Portugal: Becoming a Digital Marketplace

      By: Antonio Moreno, Pedro Amorim and Tonia Labruyere
      With Amazon's entry into Portugal, Miguel Mota Freitas, CEO of Portuguese electronics chain Worten, is reflecting on their strategy of building a competitive marketplace.  View Details
      Keywords: Digital Transformation; Digital Strategy; Digital Platforms; Brands and Branding; E-commerce; Logistics; Service Delivery; Supply Chain; Competitive Strategy; Diversification; Consumer Products Industry; Electronics Industry; Retail Industry; Portugal; Spain
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      Moreno, Antonio, Pedro Amorim, and Tonia Labruyere. "Worten Portugal: Becoming a Digital Marketplace." Harvard Business School Case 622-062, June 2022.
      • May 2022
      • Case

      Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign

      By: Tomomichi Amano, Elie Ofek, Mengjie Cheng and Amy Klopfenstein
      This case provides an overview of “Franz for Life,” an advertising campaign that independent advertising agency Mekanism created and executed to revitalize the brand image of Franzia, a low-cost boxed wine. For several years, Franzia’s popularity declined among...  View Details
      Keywords: Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Food and Beverage Industry; Advertising Industry; United States
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      Amano, Tomomichi, Elie Ofek, Mengjie Cheng, and Amy Klopfenstein. "Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign." Harvard Business School Case 522-055, May 2022.
      • May 2022 (Revised April 2023)
      • Case

      LOOP: Driving Change in Auto Insurance Pricing

      By: Elie Ofek and Alicia Dadlani
      John Henry and Carey Anne Nadeau, co-founders and co-CEOs of LOOP, an insurtech startup based in Austin, Texas, were on a mission to modernize the archaic $250 billion automobile insurance market. They sought to create equitably priced insurance by eliminating pricing...  View Details
      Keywords: AI and Machine Learning; Technological Innovation; Equality and Inequality; Prejudice and Bias; Growth and Development Strategy; Customer Relationship Management; Price; Insurance Industry; Financial Services Industry
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      Ofek, Elie, and Alicia Dadlani. "LOOP: Driving Change in Auto Insurance Pricing." Harvard Business School Case 522-073, May 2022. (Revised April 2023.)
      • March 2022 (Revised July 2022)
      • Teaching Note

      Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences

      By: Jill Avery
      Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales...  View Details
      Keywords: Brand Management; Virtual Reality; Augmented Reality; B2B; E-commerce; Technology Platform; Marketing; Marketing Communications; Marketing Strategy; Brands and Branding; Digital Marketing; Internet and the Web; Growth Management; Customer Relationship Management; Customer Value and Value Chain; Social Media; Applications and Software; Digital Platforms; Advertising Industry; United States
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      Avery, Jill. "Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences." Harvard Business School Teaching Note 522-065, March 2022. (Revised July 2022.)
      • February 2022 (Revised September 2022)
      • Case

      InstaDeep: AI Innovation Born in Africa (A)

      By: Shikhar Ghosh and Esel Çekin
      Karim Beguir and Zohra Slim were the co-founders of InstaDeep, a deep tech startup focusing on artificial intelligence (AI) solutions. Instadeep was one of the few companies globally that were partnering with DeepMind, an AI subsidiary of Google [Alphabet Inc.]....  View Details
      Keywords: AI; Artificial Intelligence; Entrepreneurship; Operations; Business Subsidiaries; Brands and Branding; Innovation and Invention; Growth and Development Strategy; AI and Machine Learning; Technology Industry; Africa
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      Ghosh, Shikhar, and Esel Çekin. "InstaDeep: AI Innovation Born in Africa (A)." Harvard Business School Case 822-104, February 2022. (Revised September 2022.)
      • February 2022 (Revised July 2022)
      • Supplement

      InstaDeep: AI Innovation Born in Africa (B)

      By: Shikhar Ghosh and Esel Çekin
      Karim Beguir and Zohra Slim were the co-founders of InstaDeep, a deep tech startup focusing on artificial intelligence (AI) solutions. Instadeep was one of the few companies globally that were partnering with DeepMind, an AI subsidiary of Google [Alphabet Inc.]....  View Details
      Keywords: AI; Artificial Intelligence; Entrepreneurship; Operations; Business Subsidiaries; Brands and Branding; Innovation and Invention; Growth and Development Strategy; AI and Machine Learning; Technology Industry; Africa
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      Ghosh, Shikhar, and Esel Çekin. "InstaDeep: AI Innovation Born in Africa (B)." Harvard Business School Supplement 822-105, February 2022. (Revised July 2022.)
      • February 2022 (Revised January 2023)
      • Case

      Aleph Farms: A New Culture of Meat

      By: Elie Ofek and Jeff Huizinga
      Aleph Farms, an Israeli food-tech start-up, was hoping to play a major role in disrupting the conventional meat sector. Compared to intensive agricultural practices, Aleph’s cultured (or lab-grown) meat solution held the promise of considerably reducing greenhouse gas...  View Details
      Keywords: Innovation; Disruptive Innovation; Adoption; Go To Market Strategy; Industry Evolution; Food Industry; Environmental And Social Sustainability; Marketing Of Innovations; Brand Building; Capital Expenditures-equipment; Disruption; Green Technology; Environmental Sustainability; Food; Market Entry and Exit; Brands and Branding; Consumer Behavior; Competitive Strategy; Growth and Development Strategy; Food and Beverage Industry
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      Ofek, Elie, and Jeff Huizinga. "Aleph Farms: A New Culture of Meat." Harvard Business School Case 522-071, February 2022. (Revised January 2023.)
      • February 2022 (Revised May 2022)
      • Case

      Buddy Valastro: Cake Boss

      By: Boris Groysberg, Evan M.S. Hecht and Katherine Connolly Baden
      Buddy Valastro, celebrity baker and business owner, inherited his father’s bakery—Carlo’s Bake Shop of Hoboken, New Jersey—at the age of seventeen. He had willed the shop to survive and gone on to fame through his television show, “Cake Boss”—the name most people now...  View Details
      Keywords: Bakery; Entrepreneur; Scalability; Digital; Systems; Process Improvement; Team Effectiveness; Team Building; COVID-19 Pandemic; Food; Entrepreneurship; Family Business; Crisis Management; Change Management; Leadership; Creativity; Operations; Groups and Teams; Brands and Branding; Food and Beverage Industry; United States
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      Groysberg, Boris, Evan M.S. Hecht, and Katherine Connolly Baden. "Buddy Valastro: Cake Boss." Harvard Business School Case 422-060, February 2022. (Revised May 2022.)
      • 2022
      • Working Paper

      Omnia Juncta in Uno: Foreign Powers and Trademark Protection in Shanghai's Concession Era

      By: Laura Alfaro, Cathy Bao, Maggie X. Chen, Junjie Hong and Claudia Steinwender
      We investigate how firms and markets adapt to trademark protection, an extensively used but under-examined form of IP protection to address asymmetric information, by exploring a historical precedent: China’s trademark law of 1923. Exploiting unique, newly...  View Details
      Keywords: Trademark; Firm Dynamics; Intermediaries; Intellectual Property Institutions; Trademarks; Intellectual Property; Laws and Statutes; Outcome or Result; Organizational Change and Adaptation; China
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      Alfaro, Laura, Cathy Bao, Maggie X. Chen, Junjie Hong, and Claudia Steinwender. "Omnia Juncta in Uno: Foreign Powers and Trademark Protection in Shanghai's Concession Era." Harvard Business School Working Paper, No. 22-030, November 2021. (Revised November 2022. Revise and Resubmit American Economic Review.)
      • August 2021 (Revised August 2023)
      • Case

      Perfect Diary (完美日记)

      By: Shunyuan Zhang and Sunil Gupta
      Jinfeng (David) Huang founded Yatsen Holding Limited in 2016 and launched the first direct-to-consumer (DTC) cosmetic brand, Perfect Diary, in 2017. Perfect Diary used social influencers or key opinion leaders (KOL) to successfully build brand awareness and to grow...  View Details
      Keywords: Direct-to-consumer; Social Influencers; Marketing; Digital Marketing; Competitive Strategy; Brands and Branding; Expansion; Beauty and Cosmetics Industry; Asia
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      Zhang, Shunyuan, and Sunil Gupta. "Perfect Diary (完美日记)." Harvard Business School Case 522-030, August 2021. (Revised August 2023.)
      • August 2021 (Revised March 2022)
      • Case

      Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences

      By: Jill Avery and Rayan Nahas
      Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales...  View Details
      Keywords: Brand Management; Virtual Reality; Augmented Reality; B2B; Technology Platform; Marketing; Marketing Communications; Marketing Strategy; Brands and Branding; Digital Marketing; Internet and the Web; Growth Management; Customer Relationship Management; Customer Value and Value Chain; Social Media; E-commerce; Applications and Software; Digital Platforms; Advertising Industry; United States
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      Avery, Jill, and Rayan Nahas. "Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences." Harvard Business School Case 522-002, August 2021. (Revised March 2022.)
      • May 2021 (Revised May 2022)
      • Case

      Headspace vs. Calm: A Mindful Competition

      By: Ayelet Israeli and Anne Wilson
      By 2021, the mindfulness app wars reached their apex. Over 2,000 meditation apps were available to consumers, but two apps, Headspace and Calm, dominated the space, jointly holding about 70% of the total market. Headspace had established itself as the approachable...  View Details
      Keywords: Marketing Communication; Integrated Strategy; Brand; Brand & Product Management; Brand Communication; Brand Differentiation; Brand Building; Brand Management; E-Commerce Strategy; Ecommerce; App; App Development; Applications; COVID; COVID-19; Pandemic; Pricing; Pricing Strategy; Subscription Model; Subscription; Partnerships; Strategic Partnerships; B2B Vs. B2C; B2B; Health & Wellness; Wellbeing; Digitization; Commoditization; Mobile App; Mobile App Industry; Mobile Healthcare; Mobile Marketing; Digital Brand; Digital Health; Consumer Health; Apps; Online Business; Online Competition; Online Community; Online Entertainment; Entertainment And Leisure; Meditation; Marketing; Marketing Communications; Brands and Branding; Price; Strategy; Competition; Competitive Strategy; Competitive Advantage; Partners and Partnerships; Health; Well-being; Mobile and Wireless Technology; Communication; Communication Strategy; Disruption; Consumer Behavior; Digital Marketing; E-commerce; Applications and Software; Health Industry; Technology Industry; Communications Industry; United States; North America; United Kingdom
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      Israeli, Ayelet, and Anne Wilson. "Headspace vs. Calm: A Mindful Competition." Harvard Business School Case 521-102, May 2021. (Revised May 2022.)
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