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Show Results For
- All HBS Web
(3,581)
- People (15)
- News (918)
- Research (2,079)
- Events (7)
- Multimedia (62)
- Faculty Publications (1,470)
- 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.
- 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
- 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
- May 2013
- Teaching Note
Altius Golf and the Fighter Brand (Brief Case)
By: Robert J. Dolan and Sunru Yong
- September 2000 (Revised November 2002)
- Supplement
Building Brand Community on the Harley-Davidson Posse Ride
Fournier, Susan M. "Building Brand Community on the Harley-Davidson Posse Ride." Harvard Business School Video Supplement 501-801, September 2000. (Revised November 2002.)
- 13 Nov 2023
- Podcast
Jill Avery on Building a Winning Brand Portfolio
What can you learn about brand portfolio strategy from Marriott's $13.3 billion acquisition of Starwood Hotels & Resorts? Harvard Business School Senior Lecturer Jill Avery joins host Chris Linnane in The Parlor Room to answer that question and discuss how Marriott... View Details
- 06 Mar 2020
- News
How Reader’s Digest Became a Digital-first Multimedia Brand
- June 2021
- Teaching Note
Dove and Real Beauty: Building a Brand with Purpose
By: Mark R. Kramer
Teaching Note for HBS Case No. 720-361. View Details
- 17 May 2010
- News
Don't Make These Mistakes with Your Online Brand Community
- 28 Oct 2021
- News
The Toxic Effects of Branding Your Workplace a “Family”
- 20 Jul 2016
- News
The Woman Behind One of Africa’s Leading Food Brands
- May 8, 2012
- Article
Commercialising a Product: Manage Price as Part of Branding
By: Marco Bertini and Nader Tavassoli
Bertini, Marco, and Nader Tavassoli. "Commercialising a Product: Manage Price as Part of Branding." Financial Times (May 8, 2012).
- 2009
- Blog
Harvard Business Online—Marketing Know:How: How Harvard Licensed its Brand
By: John A. Quelch
Quelch, John A. "How Harvard Licensed its Brand." Harvard Business Online—Marketing Know:How (blog). September 9, 2009. https://hbr.org/2009/09/how-harvard-licensed-its-brand.
- May 1992
- Teaching Note
Henkel Group: Umbrella Branding and Globalization Decisions, Teaching Note
By: Robert J. Dolan
Teaching Note for (9-585-185). View Details
- 23 Mar 2022
- News
Online Brands Try a Traditional Marketing Strategy: Physical Stores
- 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.)
- 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.)