Entries by sfournier

Calvin Klein, Inc. vs. Warnaco Group, Inc.

Calvin Klein, Inc. vs. Warnaco Group, Inc. (2002) Harvard Business School Case (Fournier and Boer) On May 30, 2000, Calvin Klein, Inc. (CKI) filed suit against Warnaco Group, Inc. and Linda Wachner, its CEO, for breaching its jeanswear licensing and distribution contract and, in so doing, diluting the equity of its brand. On June 26, […]

Pokemon: Gotta Catch ‘Em All

Pokemon: Gotta Catch ‘Em All (2002) Harvard Business School Case (Fournier) Pokemon, the colloquial name given to a collection of 150 fantastic, animal-inspired creatures with organic powers and the capacity to evolve, are the stars of video games, trading card games, and TV cartoons. Conceived in Japan in 1996, Pokemon quickly became that nation’s favorite […]

Martha Stewart Living Omnimedia

Martha Stewart Living Omnimedia (A) (2002) Harvard Business School Case (Fournier, Winig, Herman, Wojnicki) Martha Stewart Living Omnimedia (MSLO), a branded and integrated content and media company dedicated to “elevating the role of the homemaker,” went public on October 19, 1999, creating a company with a market value of $1.73 billion, and a stake for […]

Naming the Edsel (Condensed) (2001) Harvard Business School Case

Naming the Edsel (Condensed) (2001) Harvard Business School Case (Fournier and Wojnicki) Reveals the interesting and unusual story behind Ford’s selection of “Edsel” as the new brand name for its ill-fated 1957 new product launch. Noteworthy as perhaps the most extensive, creative, and politically charged naming stories on record. Although both nontraditional approaches to name […]

Introducing New Coke

Introducing New Coke (2001) Harvard Business School Case (Fournier) On April 23, 1985, the Coca-Cola Co. announced a decision that would rock the world. The old Coke formula would be taken off the market and replaced with a smoother, sweeter taste. The reaction of the American people was immediate and violent, causing three months of […]

Computer Power Group: Designing Brand Architecture

Computer Power Group: Designing Brand Architecture (2000) Harvard Business School Case (Fournier and Wojnicki) Computer Power Group (CPG), an Australian-based consulting, education, and staffing placement firm in the IT industry, is contemplating a brand architecture capable of structuring its eight branded business units. CEO Peter James is particularly curious about whether a corporate brand is […]

Building Brand Community on the Harley-Davidson Posse Ride

Building Brand Community on the Harley-Davidson Posse Ride (2000) Harvard Business School Case (Fournier, Sensiper, McAlexander, Schouten) Concerns the second Harley-Davidson Posse Ride, a grueling 2,300 mile, 10-day trek from South Padre Island, TX to the Canadian border that is billed “for serious riders only.” Harley Owner’s Group (H.O.G.) Director Mike Keefe must decide whether […]

Security Capital Pacific Trust: A Case for Branding

Security Capital Pacific Trust: A Case for Branding (2001) Harvard Business School Case (Fournier) A real estate operations and investment trust is considering whether it should pursue branding as a strategic investment. Through interpretation of case data and video from focus groups, students deduce the consumer (cognitive, psychological, and economic), environmental, and company factors that […]

Exploring Brand-Person Relationships

Exploring Brand-Person Relationships: Three Life Histories (1998) Harvard Business School Case (Fournier) The idea that “relationships” exist between consumers and products has implicitly occupied a central place in brand marketing thought and practice. Now as relational (one-on-one) marketing is said to be replacing transactional (mass) marketing as the dominant paradigm of the field, explicit theoretical […]

Land Rover North America, Inc.

Land Rover North America, Inc. (1996) Harvard Business School Case (Fournier) Charles Hughes, president and CEO of Land Rover North America, Inc., is debating product positioning options for the new Land Rover Discovery. The positioning decision must consider the role of the Discovery vis-`a-vis other vehicles in the LRNA line, the brand’s strengths and weaknesses […]