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Show Results For
-
All HBS Web
(3,747)
- People (15)
- News (914)
- Research (2,055)
- Events (7)
- Multimedia (60)
- Faculty Publications (1,465)
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- 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...
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Keywords:
Marketing Strategy;
Globalization;
Expansion;
Profit;
Conflict Management;
Consumer Products Industry;
Construction Industry;
Europe;
West Germany
Dolan, Robert J. "Henkel Corp.: International Sealants Brand SISTA (A)." Harvard Business School Case 585-099, September 1984.
- 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
- 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...
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- November/December 2003
- Article
Performance, Convenience, Price: What's Your Brand About?
By: Scott D. Anthony and Clayton M. Christensen
- 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...
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Keywords:
Customer Relationship Management;
Marketing Strategy;
Privatization;
Performance Evaluation;
Information Technology;
Accommodations Industry
Applegate, Lynda M., Gabriele Piccoli, and Chekitan Dev. "Hilton Hotels: Brand Differentiation through Customer Relationship Management." Harvard Business School Case 809-029, July 2008.
- 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...
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- Article
Attention Prediction on Social Media Brand Pages
By: Himabindu Lakkaraju and Jitendra Ajmera
Lakkaraju, Himabindu, and Jitendra Ajmera. "Attention Prediction on Social Media Brand Pages." Proceedings of the ACM Conference on Information and Knowledge Management 20th (2011).
- 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).
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Keywords:
Marketing Strategy;
Globalization;
Expansion;
Profit;
Conflict Management;
Outcome or Result;
Consumer Products Industry;
Construction Industry;
Europe;
West Germany
Dolan, Robert J. "Henkel Corp.: International Sealants Brand SISTA (B)." Harvard Business School Case 585-100, September 1984.
- January–February 1996
- Article
Brands Versus Private Labels: Fighting to Win
By: John A. Quelch and David Harding
Quelch, John A., and David Harding. "Brands Versus Private Labels: Fighting to Win." Harvard Business Review 74, no. 1 (January–February 1996): 99–109.
- 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...
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Keywords:
Stereotype;
Body Image;
Female;
Self-Esteem;
Brands and Branding;
Mission and Purpose;
Advertising Campaigns;
Gender;
Resource Allocation
Kramer, Mark R., Myriam Sidibe, and Gunjan Veda. "Dove and Real Beauty: Building a Brand with Purpose." Harvard Business School Case 720-361, September 2019. (Revised June 2021.)
- 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...
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- 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...
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Urde, Mats, and Stephen A. Greyser. "The Corporate Brand Identity and Reputation Matrix—The Case of the Nobel Prize." Journal of Brand Management 23, no. 1 (January 2016): 89–117.
- 16 Apr 2001
- Research & Ideas
Brand Power from Wedgwood to Dell: Part One
A conversation with Nancy Koehn, author of Brand New: How Entrepreneurs Earned Consumers' Trust From Wedgwood to Dell, HBS Press, 2001. "I am just fascinated by the power, the quirks, the determination, and the durability of...
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Keywords:
by Martha Lagace
- 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
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
Urde, Mats, and Stephen A. Greyser. "The Nobel Prize: A 'Heritage-based' Brand-oriented Network." Harvard Business School Working Paper, No. 15-010, August 2014.
- 18 May 2015
- Research & Ideas
Advertisers Get Serious About Playing With Their Brands
hard selling—and a great way to do that is to spend a little brand equity on playfulness to spark conversations. The Rules Of Play Marketing—in the form of the mish-mosh of online posting, uploading, commenting, and sharing on YouTube,...
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- 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,...
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Keywords:
by Ana Elena Azpúrua
- Article
Building and Valuing Brands in the Nonprofit Sector
By: Nathalie Laidler-Kylander, John A. Quelch and Bernard L. Simonin
Laidler-Kylander, Nathalie, John A. Quelch, and Bernard L. Simonin. "Building and Valuing Brands in the Nonprofit Sector." Nonprofit Management & Leadership 17, no. 3 (Spring 2007): 253–277.
- June 2000
- Supplement
Security Capital Pacific Trust: A Case for Branding
Fournier, Susan M. "Security Capital Pacific Trust: A Case for Branding." Harvard Business School Video Supplement 500-503, June 2000.