Publications

Register to Read

April 2008
Teaching Note

Dove: Evolution of a Brand (TN)

By: John A. Deighton

Teaching Note for [508-047]. View Details

Keywords: Consumer Products Industry; Beauty and Cosmetics Industry

January 2008
Teaching Note

Lenovo: Building A Global Brand (TN)

By: John A. Quelch and Carin-Isabel Knoop

Teaching Note for [insert case product number]. View Details

September 1984
Case

Henkel Corp.: International Sealants Brand SISTA (A)

By: Robert J. Dolan

Corporate headquarters wishes to expand sales of a sealant product currently sold only in the West German market. Regional affiliates, operating on a profit center basis, are not enthusiastic about taking on the new product. The case describes the company's... View Details

Keywords: Marketing Strategy; Globalization; Expansion; Profit; Conflict Management; Consumer Products Industry; Construction Industry; Europe; West Germany

1999
Book

Marketing Kakushin no Jidai 3: Brand Kouchiku (The Age of Marketing Innovation 3: Brand Building)

By: Mitsuaki Shimaguchi, Hirotaka Takeuchi, Hotaka Katahira and Junzou Ishii

Keywords: Innovation and Invention; Marketing

Research Summary

Rethinking Brand Contamination: How Consumers Maintain Distinction When Symbolic Boundaries Are Breached"

If consumers view their brands as extensions of themselves, what happens when undesirable consumers adopt these same brands? I address this question by examining an issue that is of great concern to managers of high-status brands: the rampant spread... View Details

30 Jan 2006
HBS Case

The Case of the Mystery Writer’s Brand

As a longtime authority on marketing communications, HBS professor John Deighton has analyzed the consumer-product relationship from every angle. But when he heard the best-selling author James Patterson address a meeting of the Direct Marketing Association, Deighton... View Details

Keywords: by Julia Hanna; Entertainment & Recreation; Information; Publishing

November/December 2003
Article

Performance, Convenience, Price: What's Your Brand About?

By: Scott D. Anthony and Clayton M. Christensen

Keywords: Performance; Price; Brands and Branding

Article

The Corporate Brand Identity and Reputation Matrix—The Case of the Nobel Prize

By: Mats Urde and Stephen A. Greyser

The purpose of this article is to explore corporate brand identity and reputation, with the aim of integrating them into a single managerial framework. The Nobel Prize serves as an in-depth field-based case study and is analysed using the Corporate Brand Identity and... View Details

July 2008
Case

Hilton Hotels: Brand Differentiation through Customer Relationship Management

By: Lynda M. Applegate, Gabriele Piccoli and Chekitan Dev

This case analyzes the Hilton Hotels Corporation's CRM strategy at a key juncture in its history, immediately after the firm has been taken private by Blackstone. The case provides students with a comprehensive history of the evolution and IT enablers of Hilton's CRM... View Details

Keywords: Customer Relationship Management; Marketing Strategy; Privatization; Performance Evaluation; Information Technology; Accommodations Industry

Educators

2014
Working Paper

The Nobel Prize: A 'Heritage-based' Brand-oriented Network

By: Mats Urde and Stephen A. Greyser

Purpose — Understanding the Nobel Prize as a 'true' heritage brand in a networked situation and its management challenges, especially regarding identity and reputation.

Methodology — The Nobel Prize serves as an in-depth case study and is analysed within... View Details

Keywords: Nobel Prize; Heritage Brand; Brand Network; Networked Brand; Brand Within A Network; Brand Orientation; Brand Stewardship; Corporate Brand Identity; Reputation; Networks; Organizations; Philanthropy and Charitable Giving; Brands and Branding

Read Now

Forthcoming
Article

Reputation Burning: Analyzing the Impact of Brand Sponsorship on Social Influencers

By: Mengjie Cheng and Shunyuan Zhang

The growth of the influencer marketing industry warrants an empirical examination of the effect of posting sponsored videos on influencers' reputations. We collected a novel dataset of user-generated YouTube videos created by prominent English-speaking influencers in... View Details

Keywords: Reputation; Mathematical Methods; Marketing Reference Programs; Social Media; Brands and Branding

Article

Attention Prediction on Social Media Brand Pages

By: Himabindu Lakkaraju and Jitendra Ajmera

September 1984
Case

Henkel Corp.: International Sealants Brand SISTA (B)

By: Robert J. Dolan

Describes the outcome of implementation of the standardized plan described in Henkel (A). View Details

Keywords: Marketing Strategy; Globalization; Expansion; Profit; Conflict Management; Outcome or Result; Consumer Products Industry; Construction Industry; Europe; West Germany

Educators

January–February 1996
Article

Brands Versus Private Labels: Fighting to Win

By: John A. Quelch and David Harding

September 2019 (Revised June 2021)
Case

Dove and Real Beauty: Building a Brand with Purpose

By: Mark R. Kramer, Myriam Sidibe and Gunjan Veda

Unilever subsidiary Dove soap became a "brand with a purpose" and created shared value when the company decided to launch a Campaign for Real Beauty to combat the artificial media-driven stereotype of female beauty that causes appearance anxiety in women and girls... View Details

Keywords: Stereotype; Body Image; Female; Self-Esteem; Brands and Branding; Mission and Purpose; Advertising Campaigns; Gender; Resource Allocation

Educators

11 Mar 2019
Research & Ideas

Branding Sells Cereal, Handbags, and Vacations. Can It Sell a Country?

Administration. “Part of that is affecting what people in other countries perceive your country to be.” What does it take to create Denmark’s reputation for modern design or Bali’s Eat Pray Love-style picture of tropical centeredness? Ofek examined the underlying... View Details

Keywords: by Danielle Kost; Tourism

27 Sep 2024
Research & Ideas

Charting 'Cheapflation': How Budget Brands Got So Pricey

Surging inflation drove many consumers to cheaper brands or lower-quality products, but new data suggests that switching might not have saved them as much as they might have expected. During the most recent period of high inflation,... View Details

Keywords: by Ana Elena Azpúrua

August 11, 2008
Article

Brands Act Local to Woo a Billion Chinese Consumers

By: John A. Quelch