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- September 2023
- Case
The Meteoric Rise of Skims
Since its founding in 2019 by Kim Kardashian and Jens Grede, Skims, a solutions-oriented brand creating the next generation of underwear, loungewear, and shapewear with an eye toward body-type and skin-tone inclusivity, has experienced a meteoric rise. Kardashian, who...
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Keywords:
Brand;
Branding;
Direct-to-consumer;
DTC;
Influencers;
Influencer Marketing;
Fashion;
Growth;
Direct Marketing;
Influence;
Reputation;
Social Inference;
Consumer Goods;
Consumer Products;
Female Entrepreneur;
Female Protagonist;
Entrepreneurship And Strategy;
Brand ＆ Product Management;
Competitive Advantage;
Online Followers;
Retail;
Retail Formats;
Retailing;
Online Retail;
Celebrities;
Celebrity;
Celebrity Endorsement;
Go To Market Strategy;
Apparel;
Startup Marketing;
Startups;
Brands and Branding;
Growth and Development Strategy;
Growth Management;
Distribution Channels;
Digital Marketing;
Advertising;
Power and Influence;
Fashion Industry;
Apparel and Accessories Industry;
Consumer Products Industry;
United States
- April 2022
- Teaching Note
Christie's and Leonardo da Vinci's Salvator Mundi: The Value of a Brand
By: Jill Avery
A sixteenth century Renaissance masterpiece, missing for 137 years, believed by many to have been destroyed, and then rediscovered less than a decade ago, becomes the most expensive painting ever sold, all the while surrounded by controversy. Did the buyer of Leonardo...
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- March 2022
- Teaching Note
Farfetch: Digital Transformation for Luxury Brands
By: Jill Avery and Sunil Gupta
Teaching Note for HBS Case No. 522-051. Farfetch, a global luxury technology platform and digital marketplace had been surfing the wave of digital transformation in the luxury fashion industry since 2008. While the company’s stock price and market valuation had...
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- November 2021 (Revised December 2022)
- Case
Farfetch: Digital Transformation for Luxury Brands
By: Sunil Gupta, Jill Avery, Elena Corsi and Federica Gabrieli
Farfetch, a global luxury technology platform and digital marketplace had been surfing the wave of digital transformation in the luxury fashion industry since 2008. While the company’s stock price and market valuation had fluctuated since its IPO in 2018, it had...
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Keywords:
Digital Marketing;
Marketplaces;
Retailing;
Internet Marketing;
E-Commerce Strategy;
Marketing;
Marketing Strategy;
Marketing Channels;
Brands and Branding;
Luxury;
Growth and Development Strategy;
Digital Transformation;
E-commerce;
Apparel and Accessories Industry;
Beauty and Cosmetics Industry;
Fashion Industry;
Retail Industry;
Web Services Industry;
Technology Industry;
United Kingdom;
Europe;
Portugal;
China
- June 2020
- Teaching Note
Shiseido Acquires Drunk Elephant
By: Jill Avery
On October 7, 2019, the Shiseido Group announced that it would acquire clean skincare brand Drunk Elephant for $845 million, a valuation of 8.5 times sales. Did Shiseido pay too much or too little for this brand asset? How much was the Drunk Elephant brand worth and...
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Keywords:
Brand Management;
Brand Valuation;
Brand Equity;
Brand Value;
Mergers ＆ Acquisitions;
Startup;
DTC;
Brand Portfolio Strategy;
Marketing;
Marketing Strategy;
Brands and Branding;
Mergers and Acquisitions;
Valuation;
Entrepreneurship;
Business Startups;
Beauty and Cosmetics Industry;
Consumer Products Industry;
United States;
Japan;
Asia;
North America
- May 2020 (Revised August 2022)
- Teaching Note
Direct to Consumer Brands
By: Sunil Gupta
In recent years, we have seen a dramatic rise of direct-to-consumer (DTC) brands. Many of these brands, such as Dollar Shave Club, Harry’s, Glossier, and Allbirds, entered mature markets dominated by established companies, and yet they grew rapidly to attain valuations...
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- January 2020 (Revised May 2020)
- Case
Direct to Consumer Brands
By: Sunil Gupta
Recent years have seen the dramatic rise of direct-to-consumer (DTC) brands by several startups. Many of these brands, such as Dollar Shave Club, Harry’s, Glossier, and Allbirds, entered mature markets dominated by established companies, and yet they grew rapidly to...
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- November 2019 (Revised June 2020)
- Case
Shiseido Acquires Drunk Elephant
By: Jill Avery
On October 7, 2019, the Shiseido Group announced that it would acquire clean skincare brand Drunk Elephant for $845 million, a valuation of 8.5 times sales. Did Shiseido pay too much or too little for this brand asset? How much was the Drunk Elephant brand worth and...
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Keywords:
Personal Care;
Startup;
Brand Equity;
Brand Valuation;
Brand Value;
Brand Storytelling;
Brand Management;
Brands and Branding;
Valuation;
Marketing;
Marketing Strategy;
Mergers and Acquisitions;
Entrepreneurship;
Business Startups;
Beauty and Cosmetics Industry;
Consumer Products Industry;
United States;
Japan
- April 2019 (Revised October 2020)
- Case
Kraft Heinz: The $8 Billion Brand Write-Down
By: Jill Avery
On Friday, February 22, 2019, following an unexpected and disappointing earnings report, The Kraft Heinz Company’s stock price fell 27%, wiping out $16 billion in market value. CEO Bernardo Hees had announced that the company had taken a $15.4 billion asset write-down,...
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Keywords:
Brand Management;
Brand Value;
Brand Equity;
Marketing ROI;
Brand Storytelling;
Intangible Assets;
Brand Valuation;
Marketing;
Marketing Strategy;
Brands and Branding;
Management;
Corporate Strategy;
Consumer Behavior;
Food;
Marketing Communications;
Advertising;
Private Equity;
Consumer Products Industry;
Food and Beverage Industry;
United States;
North America
- January 2019
- Teaching Note
Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing
By: Ayelet Israeli
Teaching Note for HBS No. 519-011. As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a...
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Keywords:
DTC;
Direct To Consumer Marketing;
Health Care;
Mobile;
Attribution;
Experimentation;
Experiments;
Churn/retention;
Customer Lifetime Value;
Internet Marketing;
Big Data;
Analytics;
A/B Testing;
CRM;
Advertising;
Marketing;
Marketing Channels;
Marketing Strategy;
Media;
Brands and Branding;
Marketing Communications;
Digital Marketing;
Acquisition;
Growth and Development Strategy;
Customer Focus and Relationships;
Consumer Behavior;
Social Media;
E-commerce
- December 2018 (Revised October 2019)
- Case
Barteca: The Challenge and Opportunity of Private Equity
By: Lena G. Goldberg and Michael S. Kaufman
Andy Pforzheimer and Sasa Mahr-Batuz, co-founders of a highly successful seven-location restaurant brand, had just opened the first location of a new brand. They had mapped out future expansion for both brands but wondered if, rather than lining up an assortment of...
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- August 2018 (Revised February 2023)
- Case
Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing
By: Jill Avery and Ayelet Israeli
As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a valuation of $200 million and debating...
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Keywords:
DTC;
Direct To Consumer Marketing;
Health Care;
Mobile;
Attribution;
Experimentation;
Experiments;
Churn/retention;
Customer Lifetime Value;
Internet Marketing;
Big Data;
Analytics;
A/B Testing;
CRM;
Advertising;
Marketing;
Marketing Channels;
Marketing Strategy;
Media;
Brands and Branding;
Marketing Communications;
Digital Marketing;
Consumer Behavior;
Acquisition;
Growth and Development Strategy;
Customer Focus and Relationships;
Social Media;
E-commerce;
Analytics and Data Science;
Health Industry;
Consumer Products Industry;
United States;
North America;
Europe
- February 2018 (Revised October 2019)
- Technical Note
The Art and Science of Brand Valuation
By: Jill Avery
Brand valuation, the art and science of calculating the economic value accruing to a firm from its use of an intangible brand asset, yields frustratingly inconsistent, discrepant, and, therefore, controversial results. While it is widely accepted that brands are...
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Keywords:
Brand Valuation;
Brand Value;
Brand;
Brand Management;
Marketing ROI;
Brand Equity;
Analytics;
Return On Investment;
Brands and Branding;
Valuation;
Marketing;
Marketing Strategy;
Investment Return;
Consumer Behavior;
Advertising Industry;
Consumer Products Industry;
Apparel and Accessories Industry;
Auto Industry;
Beauty and Cosmetics Industry;
Electronics Industry;
Fashion Industry;
Food and Beverage Industry
- January 2018 (Revised October 2019)
- Case
Christie's and Leonardo da Vinci's Salvator Mundi: The Value of a Brand
By: Jill Avery
A 16th century Renaissance masterpiece, missing for 137 years, believed by many to have been destroyed and then rediscovered less than a decade ago, becomes the most expensive painting ever sold, all the while surrounded by controversy. Did the buyer of Leonardo da...
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Keywords:
Brands;
Brand Valuation;
Art Collector;
Arts Marketing;
Auction House;
Auctions;
Luxury Brand;
Luxury Consumers;
Luxury Goods;
Marketing;
Valuation;
Marketing Strategy;
Arts;
Luxury;
Value;
Brands and Branding;
Fine Arts Industry;
Italy;
United Kingdom;
Europe;
United States;
United Arab Emirates
- December 2017 (Revised January 2018)
- Teaching Note
Bega Cheese: Bidding to Bring Vegemite Back Home
By: Benjamin C. Esty, Lauren G. Pickle and Greg Saldutte
In January 2017, the leadership team of Bega Cheese—the Australian dairy company—was considering a bid for Mondelēz International’s Australia and New Zealand (ANZ) grocery business which included several leading consumer brands such as Vegemite, the iconic Australian...
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Keywords:
Mergers ＆ Acquisitions;
Value Drivers;
Discounted Cash Flow (DCF);
Dairy Industry;
Corporate Scope;
Diversification;
Consumer Goods;
Iconic Brands;
Australia;
Corporate Finance;
Bidding Strategy;
Cross Border;
Financing;
Mergers and Acquisitions;
Valuation;
Value Creation;
Business Divisions;
Capital Structure;
Food;
Bids and Bidding;
Consumer Products Industry;
Food and Beverage Industry;
Australia;
United States
- December 2017 (Revised January 2022)
- Supplement
Bega Cheese: Bidding to Bring Vegemite Back Home
By: Benjamin C. Esty and Lauren G. Pickle
In January 2017, the leadership team of Bega Cheese—the Australian dairy company—was considering a bid for Mondelēz International’s Australia and New Zealand (ANZ) grocery business which included several leading consumer brands including Vegemite, the iconic Australian...
View Details
Keywords:
Mergers ＆ Acquisitions;
Value Drivers;
Discounted Cash Flow (DCF);
Dairy Industry;
Corporate Scope;
Consumer Goods;
Iconic Brands;
Bidding Strategy;
Cross Border;
Financing;
Mergers and Acquisitions;
Valuation;
Value Creation;
Business Divisions;
Capital Structure;
Food;
Bids and Bidding;
Diversification;
Brands and Branding;
Corporate Finance;
Consumer Products Industry;
Food and Beverage Industry;
Australia;
United States
- December 2017
- Supplement
Bega Cheese: Bidding to Bring Vegemite Back Home
By: Benjamin C. Esty and Lauren G. Pickle
In January 2017, the leadership team of Bega Cheese—the Australian dairy company—was considering a bid for Mondelēz International’s Australia and New Zealand (ANZ) grocery business which included several leading consumer brands (Vegemite—the iconic Australian spread,...
View Details
Keywords:
Mergers ＆ Acquisitions;
Value Drivers;
Discounted Cash Flow (DCF);
Dairy Industry;
Corporate Scope;
Diversification;
Consumer Goods;
Iconic Brands;
Australia;
Corporate Finance;
Bidding Strategy;
Cross Border;
Mergers and Acquisitions;
Valuation;
Value Creation;
Business Divisions;
Capital Structure;
Food;
Bids and Bidding;
Retail Industry;
Consumer Products Industry;
Food and Beverage Industry;
Australia;
United States
- December 2017 (Revised February 2021)
- Case
Bega Cheese: Bidding to Bring Vegemite Back Home
By: Benjamin C. Esty and Lauren G. Pickle
In January 2017, the leadership team of Bega Cheese—the Australian dairy company—was considering a bid for Mondelēz International’s Australia and New Zealand (ANZ) grocery business, which included several leading consumer brands such as Vegemite, the iconic Australian...
View Details
Keywords:
Mergers ＆ Acquisitions;
Value Drivers;
Discounted Cash Flow (DCF);
Dairy Industry;
Corporate Scope;
Consumer Goods;
Iconic Brands;
Bidding Strategy;
Cross Border;
Financing;
Mergers and Acquisitions;
Valuation;
Value Creation;
Diversification;
Business Divisions;
Corporate Finance;
Capital Structure;
Food;
Bids and Bidding;
Consumer Products Industry;
Food and Beverage Industry;
Australia;
United States
- October 2015 (Revised September 2016)
- Case
Whirlpool Corp.: Structuring the Deal to Acquire Hefei Rongshida Sanyo Electric Company
By: Benjamin C. Esty and Nancy Hua Dai
Ian Lee, Whirlpool's VP for North Asia, had been negotiating a possible acquisition with Jackie Jin, the chairman of a leading Chinese appliance manufacturer named Hefei Rongshida Sanyo Electric Company (Hefei Sanyo), for almost six months when suddenly Hefei Sanyo's...
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Keywords:
Mergers ＆ Acquisitions;
Regulation;
Cross-border Investment;
Brand Names;
State-owned Enterprise (SOE);
Appliances;
White Goods;
Consumer Durables;
Negotiation;
Valuation;
Mergers and Acquisitions;
State Ownership;
Foreign Direct Investment;
Brands and Branding;
Consumer Products Industry;
China
- August 2013 (Revised November 2013)
- Case
Gordon Brothers: Collateralizing Corporate Loans by Brands
By: Paul Healy and Maria Loumioti
The case explores the collateralization of intellectual property in a loan agreement between a highly leveraged apparel company and a large US bank. Leveraging intangibles in the credit market is a new practice that has significantly grown over the past few years....
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