Filter Results:
(3,581)
Show Results For
- All HBS Web
(3,581)
- People (15)
- News (918)
- Research (2,079)
- Events (7)
- Multimedia (62)
- Faculty Publications (1,470)
Show Results For
- All HBS Web
(3,581)
- People (15)
- News (918)
- Research (2,079)
- Events (7)
- Multimedia (62)
- Faculty Publications (1,470)
- 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
- 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
- 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 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
- 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
- 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
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
John, Leslie K., Oliver Emrich, Sunil Gupta, and Michael I. Norton. "Does 'Liking' Lead to Loving? The Impact of Joining a Brand's Social Network on Marketing Outcomes." Journal of Marketing Research (JMR) 54, no. 1 (February 2017): 144–155.
- December 7, 1999
- Article
Henry Heinz and Brand Creation in the Late Nineteenth Century
By: Nancy F. Koehn
Koehn, Nancy F. "Henry Heinz and Brand Creation in the Late Nineteenth Century." Harvard Business School Working Knowledge (December 7, 1999).
- 1994
- Chapter
Using the Zaltman Metaphor Elicitation Technique to Understand Brand Images
By: R. Higie and G. Zaltman
Higie, R., and G. Zaltman. "Using the Zaltman Metaphor Elicitation Technique to Understand Brand Images." In Advances in Consumer Research, Volume 21, edited by C. Allen and D. R. John. Provo, UT: Association for Consumer Research, 1994.
- 2008
- Blog
Harvard Business Online—Marketing Know:How: How Olympics Branding Is Shaping China
By: John A. Quelch
Quelch, John A. "How Olympics Branding Is Shaping China." Harvard Business Online—Marketing Know:How (blog). August 11, 2008. https://hbr.org/2008/08/how-olympics-branding-is-shapi.
- 2007
- Blog
Harvard Business Online—Marketing Know:How: How to Build A Global Brand
By: John A. Quelch
Quelch, John A. "How to Build A Global Brand." Harvard Business Online—Marketing Know:How (blog). October 16, 2007. https://hbr.org/2007/10/how-to-build-a-global-brand.
- 19 Apr 2019
- News
Tiger’s Back, and That’s Good News for Other Troubled Brands
- 2015
- Book
Strong Brands, Strong Relationships
By: Susan Fournier, Michael Breazeale and Jill Avery
From the editorial team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a collection of innovative research and management insights that build upon the foundations of... View Details
Keywords: Brand Building; Brand Management; CRM; Marketing; Brands and Branding; Marketing Communications; Advertising; Customer Relationship Management; Customer Focus and Relationships; Advertising Industry; Apparel and Accessories Industry; Consumer Products Industry
Fournier, Susan, Michael Breazeale and Jill Avery, eds. Strong Brands, Strong Relationships. Abingdon, UK: Routledge, 2015.
- February 1994
- Article
The Effects of Advertising on Brand Switching and Repeat Purchasing
By: J. A. Deighton, C.M. Henderson and S. Neslin
Deighton, J. A., C.M. Henderson, and S. Neslin. "The Effects of Advertising on Brand Switching and Repeat Purchasing." Journal of Marketing Research (JMR) 31 (February 1994).
- 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
Ascarza, Eva. "Melissa Wood Health: How to Win in the Creator Economy." Harvard Business School Case 521-086, May 2021. (Revised August 2021.)