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Mavi: Fashioning a Path to Brand Growth
Avery, Jill; Yucaoglu, GamzeCase HBS-517075-EMarketingThis case examines the strategic choices and business model with regards to branding at Mavi, a leading Turkish apparel retailer. The case is presented from the perspective of the company CEO and its global brand director who is also part owner. In 2015, Mavi had sales of $419 million, up 20% from the previous year. Growth rates like these were becoming routine at Mavi. But, the path to growth was getting more challenging, and Turkven, Mavi's pri...Starting at €8.20
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Christie's and Leonardo da Vinci's Salvator Mundi: The Value of a Brand
Avery, JillCase HBS-518066-EMarketingA 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 da Vinci's painting pay too much? Was it real? Did it matter? The sale of Leonardo's painting allows students to reengineer brand equity to understand from what it is derived and ho...Starting at €8.20
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Better World Books, Teaching Note
Norton, Michael I.; Avery, Jill; Wilson, Fiona; Steenburgh, ThomasTeaching Note HBS-512106-EMarketingTeaching Note for 511057.Starting at €0.00
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The Marriott-Starwood Merger: Navigating Brand Portfolio Strategy and Brand Architecture
Avery, Jill; Dev, Chekitan S.; Stroock, Laure MougeotCase HBS-518081-EMarketingIn 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 wou...Starting at €8.20
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Mavi: Fashioning a Path to Brand Growth, Teaching Note
Avery, Jill; Yucaoglu, GamzeTeaching Note HBS-518094-EMarketingTeaching note for case 517075.Starting at €0.00
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Global Brand Management of Anheuser Busch InBev's Budweiser
Avery, JillCase HBS-518105-EMarketingBrian Perkins, chief architect of the $6 billion Budweiser brand, was excited about 2018, in which the company would launch Budweiser into several new markets in Africa and Latin America. He was also feeling the pressure to finalize a global brand strategy that would define Budweiser's value proposition and guide its development and execution around the world. The problem was that Budweiser actually had two distinct brand realities that differed ...Starting at €8.20
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The Park Hotels: Revitalizing an Iconic Indian Brand, Teaching Note
Avery, Jill; Dev, Chekitan S.Teaching Note HBS-517076-EMarketingTeaching note for case 314114.Starting at €0.00
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Tailor Brands: Artificial Intelligence-Driven Branding
Avery, JillCase HBS-519017-EMarketingUsing proprietary artificial intelligence technology, startup Tailor Brands set out to democratize branding by allowing small businesses to create their brand identities by automatically generating logos in just minutes at minimal cost with no branding or design skills required. As it sets out to raise its Series B, the founders make some critical changes to their business model, moving to a subscription model and adding additional products and s...Starting at €8.20
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Shiseido: Reinvesting in Brand
Avery, Jill; Sato, NobuoCase HBS-519026-EMarketingShiseido was in the midst of a six year corporate turnaround, trying to reverse the effects of decades of under-investment in R&D and marketing which had led to a cycle of declining customer support and brand value. Would the CEO's VISION 2020 plan, centered on four strategies: 1.) increasing R&D spending from 1.8% to 3% of sales, 2.) investing an incremental 120 billion in brand-building marketing, 3.) moving to a "think global-act local" matr...Starting at €8.20
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La Roche-Posay: Growing L'Or al's Active Cosmetics Brand
Avery, Jill; Dessain, Vincent; Hjortshoej, Mette FuglsangCase HBS-520035-EMarketingAs 2018 neared its end, Laetitia Toupet, international general manager of L'Or al's La Roche-Posay brand reflected on the brand's achievements over the past year. At 1 billion in revenue, La Roche-Posay had recently become the number one dermocosmetics brand in the world. While Toupet was pleased with this feat, she believed that the brand was at a critical juncture. It was time to make some significant marketing decisions related to brand po...Starting at €8.20