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Show Results For
- All HBS Web
(3,756)
- People (15)
- News (918)
- Research (2,061)
- Events (7)
- Multimedia (62)
- Faculty Publications (1,468)
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- 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
- September 2013
- Article
Testimonials Do Not Convert Patients from Brand to Generic Medication
By: John Beshears, James J. Choi, David Laibson, Brigitte C. Madrian and Gwendolyn Reynolds
Objectives: To assess whether the addition of a peer testimonial to an informational mailing increases conversion rates from brand name prescription medications to lower-cost therapeutic equivalents, and whether the testimonial's efficacy increases when... View Details
Keywords: Testimonial; Peer Information; Social Proximity; Communication; Generic Medication; Familiarity; Marketing Communications; Decision Choices and Conditions; Identity; Health Care and Treatment; Marketing Reference Programs; Power and Influence; Brands and Branding; Health Industry
Beshears, John, James J. Choi, David Laibson, Brigitte C. Madrian, and Gwendolyn Reynolds. "Testimonials Do Not Convert Patients from Brand to Generic Medication." American Journal of Managed Care 19, no. 9 (September 2013): e314–e316.
- August 11, 2008
- Article
Brands Act Local to Woo a Billion Chinese Consumers
By: John A. Quelch
Quelch, John A. "Brands Act Local to Woo a Billion Chinese Consumers." Financial Times (August 11, 2008), 12.
- 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.
- May 2018 (Revised September 2018)
- Case
BuzzFeed—What Future for Native Advertising and Branded Content?
Jonah Peretti, CEO of digital publishing company BuzzFeed, needs to decide how to respond to Facebook’s announcement that it would prioritize posts from friends over content from publishers. View Details
Keywords: Information Publishing; Internet and the Web; Digital Marketing; Problems and Challenges; Business Model; Strategy; Publishing Industry; Technology Industry; United States
Oberholzer-Gee, Felix. "BuzzFeed—What Future for Native Advertising and Branded Content?" Harvard Business School Case 718-511, May 2018. (Revised September 2018.)
- June 2009
- Teaching Note
Manchester Products: A Brand Transition Challenge (Brief Case)
By: John A. Quelch and Heather Beckham
- 2007
- Conference Presentation
Current Trends in Brand Preservation and Intellectual Property
By: Frank Nagle
- March 2022
- Article
When Less Is More: Consumers Prefer Brands that Donate More in Relative versus Absolute Terms
By: Elizabeth A. Keenan, Anne V. Wilson and Leslie K. John
When trying to make a good impression on consumers through charitable giving, is it better for brands to maximize the overall dollars they donate or how much they give in relative terms; for example, the proportion of profits? Across five studies we show that consumers... View Details
Keywords: Cause-related Marketing; Charitable Donations; Generosity; Altruism; Philanthropy and Charitable Giving; Brands and Branding; Consumer Behavior
Keenan, Elizabeth A., Anne V. Wilson, and Leslie K. John. "When Less Is More: Consumers Prefer Brands that Donate More in Relative versus Absolute Terms." Marketing Letters 33, no. 1 (March 2022): 31–43.
- May 2008
- Supplement
Dove: Evolution of a Brand - Advertising Supplement
By: John A. Deighton
Deighton, John A. "Dove: Evolution of a Brand - Advertising Supplement." Harvard Business School Video Supplement 508-704, May 2008.
- June 2016 (Revised November 2021)
- Case
Longchamp
By: Jill Avery, Tonia Junker and Daniela Beyersdorfer
Longchamp’s Le Pliage is one of the fashion world’s most successful products, a cultural icon across the globe. But managing the low priced, nylon handbag is challenging as Longchamp tries to move its brand upmarket into higher priced, luxury leather goods. How much... View Details
Keywords: Brand Management; Luxury Brand; Brand Positioning; Product Strategy; Retailing; Pricing Strategy; Marketing; Brands and Branding; Marketing Strategy; Luxury; Family Business; Price; Strategy; Apparel and Accessories Industry; Retail Industry; Consumer Products Industry; Fashion Industry; France; Europe
Avery, Jill, Tonia Junker, and Daniela Beyersdorfer. "Longchamp." Harvard Business School Case 316-086, June 2016. (Revised November 2021.)
- Article
Brand Choice, Purchase Incidence, and Segmentation: An Integrated Modeling Approach
By: Randolph E. Bucklin and Sunil Gupta
Bucklin, Randolph E., and Sunil Gupta. "Brand Choice, Purchase Incidence, and Segmentation: An Integrated Modeling Approach." Journal of Marketing Research (JMR) 29, no. 2 (May 1992): 201–215. (Finalist for the 1997 O'Dell Award, Journal of Marketing Research.)
- October 1987 (Revised October 1992)
- Case
Black & Decker Corp.: Household Products Group, Brand Transition
This rewritten version differs from Black & Decker Corp.: Household Products Group (A1) in two ways: 1) It has an explicit decision focus. Homa must decide on a program to transfer the Black & Decker name to GE small appliances; and 2) The detailed information... View Details
Drumwright, Minette E., and John A. Quelch. "Black & Decker Corp.: Household Products Group, Brand Transition." Harvard Business School Case 588-015, October 1987. (Revised October 1992.)
- July 2008
- Teaching Note
Hilton Hotels: Brand Differentiation through Customer Relationship Management (TN)
By: Lynda M. Applegate, Gabriele Piccoli and Chekitan Dev
Teaching Note for [809029]. View Details
- 1996
- Article
A Segment-Level Model of Category Volume and Brand Choice
By: William R. Dillon and Sunil Gupta
Dillon, William R., and Sunil Gupta. "A Segment-Level Model of Category Volume and Brand Choice." Marketing Science 15, no. 1 (1996): 38–59.
- August 2016 (Revised November 2016)
- Case
C.W. Dixey & Son
By: Anat Keinan and Michael B. Beverland
C.W. Dixey & Son is about to be relaunched as a luxury eyewear brand after a fifty-year absence from the marketplace. This case focuses on reviving a dormant brand with a 200-year plus heritage of innovation, craft excellence, and luxury. Drawing on extensive... View Details
Keywords: Luxury Branding; Authenticity; Inconspicuous Consumption; Brand Positioning; Brand Revitalization; Eyeyewear; Market Entry and Exit; Luxury; Market Participation; Brands and Branding; Consumer Products Industry
Keinan, Anat, and Michael B. Beverland. "C.W. Dixey & Son." Harvard Business School Case 517-019, August 2016. (Revised November 2016.)
- October 2009
- Teaching Note
Inner Mongolia Yili Group: China's Pioneering Dairy Brand (TN)
Teaching Note for [308052]. View Details
- 2015
- White Paper
Luxury Branding Research: New Perspectives and Future Priorities
By: Anat Keinan, Sandrine Crener and Silvia Bellezza