From the October 2016 issue. A Peruvian apparel company struggles to position itself against a global brand. ...
John Stack was the visionary Head of Digital Transformation at the Tate, a collection of four major art galleries in the UK, including Tate Modern, the most vis...
While companies choose to brand their products and services in many different ways, there are some central tenets that help define an optimal brand portfolio an...
Senior Lecturer Jill Avery prepared this case. This case was developed from published sources. Funding for the development of this case was provided by Harvard ...
A sixteenth century Renaissance masterpiece, missing for 137 years, believed by many to have been destroyed, and then rediscovered less than a decade ago, becom...
Industry and Background Note - Brand valuation, the art and science of calculating the economic value accruing to a firm from its use on an intangible brand ass...
Glossier's proclaimed strategy was "born from content, fueled by community". The digital-first, direct-to-consumer beauty brand had experienced rapid growth, wi...
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...
Brian Perkins, chief architect of the $6 billion Budweiser brand, was excited about 2018, in which the company would launch Budweiser into several new markets i...
Using proprietary artificial intelligence technology, startup Tailor Brands set out to democratize branding by allowing small businesses to create their brand i...
Marketers have long appreciated the value and power of storytelling. Stories fill brands with resonant and relevant meaning and empower brands to serve as criti...
By the end of 2019, two brands accounted for 84% of hard seltzer sales, a segment that had recently taken the U.S. beer market by storm, growing from $3 million...