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  • 2007
  • Blog

Harvard Business Online—Marketing Know:How: How Brand China Can Succeed

By: John A. Quelch
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  • November 2014
  • Case

Taryn Rose Launches Dresr: Street Marketing a Luxury Brand

By: Lena G. Goldberg, Marcel Saucet and Christine Snively
Serial entrepreneur and shoe designer Taryn Rose, M.D., prepared to launch a new e-commerce platform, Dresr, which would connect shoppers with tastemakers online. Dresr would bring the service element found in brick and mortar luxury stores into the online shopping... View Details
Keywords: E-commerce; Online Platforms; Online Marketing; Footwear; Legal Aspects Of Business; Street Marketing; Entrepreneurship; Internet and the Web; Luxury; Marketing Strategy; Digital Platforms; Legal Liability; Fashion Industry; Technology Industry
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  • September 1984
  • Teaching Note

Henkel Corp.: International Sealants Brand SISTA (A), Teaching Note

By: Robert J. Dolan
Teaching Note for (9-585-099). View Details
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  • 10 Aug 2008
  • News

Brands act local to woo a billion Chinese consumers

  • 06 Apr 2010
  • News

Brand Obama A Hit Abroad, But What About Loyalty?

  • 28 Mar 2016
  • News

The Alum Building a Brand New City in Panama

Colombian billionaire Jaime Gilinski (MBA 1980) is the man behind what Forbes calls “the most audacious real estate project in the world”: the redevelopment of Howard Air Force Base along the Panama Canal. After the United States left in 1999, Gilinski—a successful... View Details
  • September 2008
  • Teaching Note

Ben & Jerry's: Preserving Mission & Brand within Unilever (TN)

By: James E. Austin
Teaching Note for [306037]. View Details
Keywords: Consumer Products Industry
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  • 12 Sep 2016
  • News

What Brands Can Do to Monitor Factory Conditions of Suppliers

  • Article

Does 'Liking' Lead to Loving? The Impact of Joining a Brand's Social Network on Marketing Outcomes

By: Leslie K. John, Oliver Emrich, Sunil Gupta and Michael I. Norton
Does “liking” a brand on Facebook cause a person to view it more favorably? Or is “liking” simply a symptom of being fond of a brand? We disentangle these possibilities and find evidence for the latter: brand attitudes and purchasing are predicted by consumers’... View Details
Keywords: Brands; Marketing Effectiveness; Brand Evaluation; Peer Influence; Brands and Branding; Social and Collaborative Networks; Social Media
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  • November 2018 (Revised February 2019)
  • Case

Israel at 70: Is it Possible to (re)Brand a Country?

By: Elie Ofek and Sarah Gulick
In the spring of 2018, Israel was set to celebrate its 70th anniversary. While there was much to rejoice in reaching this milestone, the country’s brand image internationally was far from ideal. Past efforts to impact perceptions of Israel, spearheaded by the Ministry... View Details
Keywords: Branding; Brand Management Of Places; Nation Branding; Brand Positioning; Public Diplomacy; Marketing Communication; Brands and Branding; Marketing Communications; Perception; Change; Israel
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  • May 2021 (Revised August 2021)
  • Case

Melissa Wood Health: How to Win in the Creator Economy

By: Eva Ascarza
In October 2020, Melissa Wood-Tepperberg, founder of the digital subscription wellness platform Melissa Wood Health (MWH) and creator of ‘The MWH Method,’ was evaluating the strategic directions of her company. What had started as a way to share workouts and wellness... View Details
Keywords: Lifestyle Brand; Brands and Branding; Strategy; Partners and Partnerships; Negotiation
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  • 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
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  • 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 2011
  • Article

Underdog Branding: Why Underdogs Win in Recessions

By: Neeru Paharia, Anat Keinan and Jill Avery
Underdog stories about overcoming great odds through passion and determination are particularly resonant during difficult times as they inspire us and give us hope when the outlook we face is bleak. They promise that success is still possible, a much needed message in... View Details
Keywords: Marketing; Brand Building; Brand Management; Brand Positioning; Competitive Positioning; Brands and Branding; Economics; Marketing Communications; Marketing Strategy; Advertising Campaigns; Advertising Industry; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Consumer Products Industry; Fashion Industry; Food and Beverage Industry
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  • 2008
  • Blog

Harvard Business Online—Marketing Know:How: How Olympics Branding Is Shaping China

By: John A. Quelch
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  • 2007
  • Blog

Harvard Business Online—Marketing Know:How: How to Build A Global Brand

By: John A. Quelch
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  • 19 Apr 2019
  • News

Tiger’s Back, and That’s Good News for Other Troubled Brands

  • November 2010
  • Article

Capitalizing on the Underdog Effect

By: Anat Keinan, Neeru Paharia and Jill Avery
This article presents the results of a study that investigated the use of the underdog effect in marketing. The idea of triumphing over disadvantages by impassioned determination is said to be a powerfully positive image, which can lead consumers to choose a brand over... View Details
Keywords: Marketing; Brand Management; Brands; Brand Positioning; Competitive Positioning; Competition; Brands and Branding; Advertising Campaigns; Marketing Communications; Marketing Strategy; Advertising Industry; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Consumer Products Industry; Fashion Industry; Food and Beverage Industry
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