Teaching Cases

For those who use the case method to teach brand management, there are a plethora of excellent brand management cases available from Harvard Business School Publishing. Here are some of our favorites. Please feel free to add to our list by uploading a summary of cases that have worked for you. Be sure to tag the case with content tags to help instructors know the core concepts that are covered within it.

Pop Shoppe

By Matthew Thomson and Kendra Hart: The Pop Shoppe was once a leading player in the Canadian soft drinks market, but changing market conditions and corporate mismanagement drove the company into bankruptcy in the early 1980s. In 2003, an entrepreneur purchased the rights to the brand, and was considering reintroducing it in the market on […]


Unilever in Brazil 1997-2007: Marketing Strategies for Low-Income Consumers (2004) INSEAD Case (Pacheco Guimaraes and Chandon) Unilever is a solid leader in the Brazilian detergent powder market with an 81% market share. Laercio Cardoso must decide (1) whether Unilever should divert money from its premium brands to target the lower-margin segment of low-income consumers, (2) […]

Diesel SPA

Diesel for Successful Living: Branding Strategies for an Up-market Line Extension in the Fashion Industry (2008) INSEAD Case (Chandon and Grigorian) Diesel SPA, number two casual wear company in Europe, known for irreverent and deeply ironic “for successful living” advertising campaign, is launching a new upmarket line: StyleLab. They need to decide on risk branding […]


Dispensing Happiness: How Coke Harnesses Video to Spread Happiness (2010) Stanford Graduate School of Business (Aaker, Leslie, Rogier) Coca-Cola (“Coke”) is one of the best-known brands in the world and the world’s sixth-largest advertiser based on dollars spent needed a cost-effective way to build deeper connections with consumers, especially teens, and its flagship Coke product. […]


Bonobos: Customer Intimacy Through Community Development (2010) Stanford Graduate School of Business Case (Aaker and Leslie) This case describes how Bonobos, an internet apparel retailer, leveraged social media to connect with its customers and prospects. Through connecting directly with customers using social media, the company found that consumers were not only interested in Bonobos’ flagship […]


JetBlue: Creating a Social Brand (2012) Stanford Graduate School of Business Case (Aaker and Schifrin) In 2012 the New York-based airline JetBlue served 70 cities with 650 daily flights. JetBlue prided itself on being a fun, low-cost airline with high-quality customer service and popular amenities not found on other airlines. But while it had loyal […]


BabyCenter: Creating a Social Brand (2012) Stanford Graduate School of Business Case (Aaker and Schifrin) In 2012 BabyCenter was the largest parenting platform and parenting media company in the world. It provided expert advice to pregnant women and new mothers while connecting these women to each other online and in person. The company had 110 […]

Parfums Cacharel de L’Oréal

Parfums Cacharel de L’Oréal 1997-2007: Decoding and Revitalizing a Classic Brand (2014) INSEAD Case (Chandon, Nicholas, and Wertenbroch) Parfums Cacharel, a division of L’Oréal, used to have a dominating position on the European market with both the number one and number two best-selling fragrances: Anaïs Anaïs and Loulou. At the time of the case however, […]

Renova Toilet Paper

Renova Toilet Paper: Avant-garde Marketing in a Commoditized Category (2014) INSEAD Case (Yakov, Seabra de Sousa, Chandon, and Sweldens) Renova, a Portuguese toilet paper manufacturer, is battling to survive in a stagnant, commoditised market dominated by international giants and private labels. To grow and remain independent, CEO Paulo Pereira da Silva is considering three options: […]