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(3,573)
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- Faculty Publications (1,465)
Show Results For
- All HBS Web
(3,573)
- People (15)
- News (918)
- Research (2,077)
- Events (7)
- Multimedia (62)
- Faculty Publications (1,465)
- 2007
- Blog
Harvard Business Online—Marketing Know:How: How To Build a B2B Brand
By: John A. Quelch
Quelch, John A. "How To Build a B2B Brand." Harvard Business Online—Marketing Know:How (blog). Harvard Business Online—Marketing Know:How. November 20, 2007. https://hbr.org/2007/11/how-to-build-a-b2b-brand-1.
- June 2009
- Supplement
Manchester Products: A Brand Transition Challenge, Spreadsheet Supplement (Brief Case)
By: John A. Quelch and Heather Beckham
- 02 Apr 2009
- News
Harvard Begins Case Study as Tainted MBAs Reveal Damaged Brand
- 12 Dec 2017
- News
The Nobel Prize and the Making of a Heritage Brand
- 18 Jun 2024
- Cold Call Podcast
How Natural Winemaker Frank Cornelissen Innovated While Staying True to His Brand
- 10 Nov 2022 - 13 Nov 2022
- Conference Presentation
Timely Statements: Swift Brand Activism Is the Most Effective and Memorable
By: Jimin Nam, Maya Balakrishnan, Julian De Freitas and Alison Wood Brooks
- February 2022
- Case
Toraya
By: Lauren Cohen and Akiko Kanno
Mitsuharu Kurokawa was the 18th generation leader of a family firm that produced and sold premium Japanese sweets, Toraya Confectionery Co., Ltd. He had succeeded the business from his father, Mitsuhiro Kurokawa who had led the firm for thirty years. Mitsuharu was... View Details
- September 2018 (Revised March 2019)
- Teaching Note
Philanthropy and Brand Building: Jeff Vinik and the Tampa Bay Lightning
By: Stephen A. Greyser and Michael Mondello
Teaching Note for HBS No. 919-403, “Philanthropy and Brand-Building: Jeff Vinik and the Tampa Bay Lightning.” Includes objectives, study questions, analysis and discussion points, and teaching plan—covering both traditional brand-building and the role of distinctive... View Details
- 2001
- Book
Brand New: How Entrepreneurs Earned Consumers' Trust From Wedgwood to Dell
By: Nancy F. Koehn
Keywords: Customer Focus and Relationships
Koehn, Nancy F. Brand New: How Entrepreneurs Earned Consumers' Trust From Wedgwood to Dell. Boston: Harvard Business School Press, 2001.
- Article
Moving from Engagement to a Real Marriage of Brand and Customer
Rayport, Jeffrey F. "Moving from Engagement to a Real Marriage of Brand and Customer." True (FleishmanHillard) (June 15, 2014).
- 21 Mar 2018
- Blog Post
Telling Your Story: How to Create a Powerful Personal Digital Brand
to amplify our personalities through digital media, the opportunities for personal branding have both grown more numerous – and more intimidating. Grinshpun draws upon her experience mentoring executives, MBA alumni, and students to offer... View Details
- Article
Henry Heinz and Late Nineteenth-Century Brand Creation: Making Markets for Processed Food
By: Nancy F. Koehn
Koehn, Nancy F. "Henry Heinz and Late Nineteenth-Century Brand Creation: Making Markets for Processed Food." Business History Review 73, no. 3 (Fall 1999): 348–392.
- March 2022
- Teaching Note
Supreme: Remaining Cool While Pursuing Growth
By: Jill Avery and Sandrine Crener
Teaching Note for HBS Case No. 522-006. Following VF Corporation’s acquisition of cult streetwear brand Supreme, consumers and industry pundits were nervous that becoming part of a large, public corporation would put an end to Supreme’s slow and careful growth... View Details
- May 2004
- Article
Brands as Beacons: A New Source of Loyalty to Multiproduct Firms
By: Bharat Anand and Ron Shachar
Anand, Bharat, and Ron Shachar. "Brands as Beacons: A New Source of Loyalty to Multiproduct Firms." Journal of Marketing Research (JMR) 41, no. 2 (May 2004): 135–150. (Lead Article) and (Formerly titled: "Multiproduct Firms, Information, and Loyalty.")
- 08 May 2015
- News
Prestige brands can expand their reach—and make their core customers proud
Managing symbolic and exclusive brands involves an inherent tradeoff. Managers seek to generate growth by extending the customer base to new segments and markets. Yet increased popularity can dilute the exclusivity of the View Details
- September 2018 (Revised March 2019)
- Case
Philanthropy and Brand Building: Jeff Vinik and the Tampa Bay Lightning
By: Stephen A. Greyser and Michael Mondello
Owner Jeff Vinik and top management of the NHL Tampa Bay Lightning are reviewing their strategy and progress in achieving their goals of brand-building and community commitment. Strategic philanthropy is unusual in sport. Tampa Bay is historically a non-traditional... View Details
Keywords: Brands and Branding; Philanthropy and Charitable Giving; Business and Community Relations; Sports Industry; Tampa
Greyser, Stephen A., and Michael Mondello. "Philanthropy and Brand Building: Jeff Vinik and the Tampa Bay Lightning." Harvard Business School Case 919-403, September 2018. (Revised March 2019.)
- January 2015 (Revised November 2016)
- Case
La Martina: Leveraging Polo's Luxury Lifestyle
By: Anat Keinan, Maria Fernanda Miguel and Sandrine Crener
Founded in 1984 in Buenos Aires, Argentina, La Martina has grown from a high-end polo equipment company into a global fashion brand with operations in 56 countries. Polo, which is not only a sport but also a way of life, is at the core of the brand DNA. Polo is a... View Details
Keywords: Luxury Brand; Digital Marketing; Premium Brands; Fashion; Leather Goods; Retail; Globalization; Brand Positioning; Brand Extension; Lifestyle Brand; Growth Strategy; Polo; Entrepreneurship; Family Business; Brand Partnerships; Business Model; Product Positioning; Diversification; Luxury; Sports; Brands and Branding; Consumer Products Industry; Fashion Industry; Sports Industry; Buenos Aires
Keinan, Anat, Maria Fernanda Miguel, and Sandrine Crener. "La Martina: Leveraging Polo's Luxury Lifestyle." Harvard Business School Case 515-085, January 2015. (Revised November 2016.)