Filter Results:
(2,060)
Show Results For
- All HBS Web
(3,749)
- People (15)
- News (918)
- Research (2,060)
- Events (7)
- Multimedia (62)
- Faculty Publications (1,464)
Show Results For
- All HBS Web
(3,749)
- People (15)
- News (918)
- Research (2,060)
- Events (7)
- Multimedia (62)
- Faculty Publications (1,464)
Sort by
- May 2020 (Revised July 2020)
- Teaching Note
Brand Activism: Nike and Colin Kaepernick
By: Jill Avery and Koen Pauwels
Teaching Note for HBS Case No. 519-046. Nike’s selection of politically polarizing Colin Kaepernick as the spokesperson for the thirtieth anniversary of its iconic “Just Do It” campaign catapulted the brand into the media spotlight and made it a political flashpoint... View Details
- 19 Mar 2014
- Research & Ideas
A Brand Manager’s Guide to Losing Control
Thanks (or no thanks) to social media, brand managers have lost the power to control the perception of their products through carefully orchestrated advertising campaigns. These days, consumers are in command. With an angry tweet, a happy... View Details
- November 2001
- Case
Charles Schwab Corp.: Introducing A New Brand
By: Rajiv Lal and David Kiron
As the financial services industry converges, how should Charles Schwab, widely known as a discount brokerage firm, position its brand? This case presents elements of the company's overall brand strategy--including brand assets, choice of target audience, and media... View Details
Keywords: Growth and Development Strategy; Brands and Branding; Marketing Strategy; Financial Services Industry
Lal, Rajiv, and David Kiron. "Charles Schwab Corp.: Introducing A New Brand." Harvard Business School Case 502-020, November 2001.
- December 2015
- Teaching Plan
YouTube for Brands
By: Thales S. Teixeira and Matthew G. Preble
This teaching plan is designed to support Thales S. Teixeira's and Leora Kornfeld's "YouTube for Brands," HBS No. 514-048. View Details
- Article
Brand Values and Capital Market Valuation
By: Mary Barth, Michael B. Clement, George Foster and Ron Kasznik
Brand value estimates are significantly positively related to prices and returns, incremental to accounting variables. Questionable brand value estimate reliability underlies lack of financial statement recognition for brands. Findings suggest estimates are relevant... View Details
Barth, Mary, Michael B. Clement, George Foster, and Ron Kasznik. "Brand Values and Capital Market Valuation." Review of Accounting Studies 3, nos. 1-2 (1998): 41–68.
- 04 May 2009
- Research & Ideas
What’s Next for the Big Financial Brands
headquarters reminds us that a brand is a precious asset. The value of any brand asset depends upon whether it has delivered on its past promises and is believed likely to do so in the future. It takes years... View Details
- 07 Jun 2016
- Op-Ed
Can Brand Trump Win a Presidency?
In the marketplace, Brand Trump is authentic. It stands for aspiration and success, but more the ostentatious and flashy success that appeals to the newly wealthy, the entrepreneur, the outsider. For these consumers, View Details
- January 2016
- Teaching Note
Accor: Strengthening the Brand with Digital Marketing
By: Jill Avery, Chekitan S. Dev and Peter O'Connor
Teaching Note for Accor: Strengthening the Brand with Digital Marketing case View Details
- Teaching Interest
Yum! Brands Case Study
Case Study Sessions, Summer 2016 and Summer 2017
Program for Research in Markets & Organizations View Details
Program for Research in Markets & Organizations View Details
- November 1999 (Revised April 2001)
- Case
General Brands Corporation (A)
By: David F. Hawkins
Hawkins, David F. "General Brands Corporation (A)." Harvard Business School Case 100-009, November 1999. (Revised April 2001.)
- June 2019
- Case
Rachael Ray: Cooking Up a Brand
By: Boris Groysberg, Robin Abrahams and Kerry Herman
Rachael Ray built a remarkable career and brand, first as a cooking personality, and then as a lifestyle maven. This case explores her early career, decisions taken along the way, and the successes she achieved in publishing, television and as a spokesperson. As her... View Details
Keywords: Personal Development and Career; Decision Choices and Conditions; Brands and Branding; Entrepreneurship
Groysberg, Boris, Robin Abrahams, and Kerry Herman. "Rachael Ray: Cooking Up a Brand." Harvard Business School Case 419-022, June 2019.
- May 2020
- Teaching Note
Kraft Heinz: The $8 Billion Brand Write-Down
By: Jill Avery
Teaching Note for HBS Case No. 519-076. On Friday, February 22, 2019, following an unexpected and disappointing earnings report, The Kraft Heinz Company’s stock price fell 27%, wiping out $16 billion in market value. CEO Bernardo Hees had announced that the company had... View Details
- Article
How Direct-to-Consumer Brands Can Continue to Grow
By: V. Kasturi Rangan, Daniel Corsten, Matt Higgins and Leonard A. Schlesinger
Direct-to-consumer (DTC) brands such as Allbirds, Casper, Peloton, and Warby Parker have creatively found a weakness in the marketing citadel of incumbent brands. By using data gleaned from daily interactions with customers, these brands have been able to adapt how... View Details
Keywords: Direct-to-consumer; Customer Journey; Business Model; Customer Relationship Management; Growth and Development Strategy
Rangan, V. Kasturi, Daniel Corsten, Matt Higgins, and Leonard A. Schlesinger. "How Direct-to-Consumer Brands Can Continue to Grow." Harvard Business Review 99, no. 6 (November–December 2021): 101–109.
- March 1996 (Revised November 1997)
- Case
Dewar's (A): Brand Repositioning in the 1990's
By: Alvin J. Silk and Lisa Klein Pearo
Dewar's, a major brand of Scotch whisky, produced by United Distillers of the U.K., and the U.S. leader in the Scotch category with a 15% market share, faced a declining market among traditional consumers of distilled spirits. Given the growing societal, legal, and... View Details
Keywords: Advertising; Customers; Brands and Branding; Marketing Strategy; Market Participation; Strategic Planning; Opportunities; Consumer Products Industry; Food and Beverage Industry; United Kingdom; United States
Silk, Alvin J., and Lisa Klein Pearo. "Dewar's (A): Brand Repositioning in the 1990's." Harvard Business School Case 596-076, March 1996. (Revised November 1997.)
- 03 Nov 2014
- Research & Ideas
Brand Lessons From the Nobel Prize
Countless brilliant academics harbor hopes of someday winning a Nobel Prize, arguably the world's most prestigious award. But two renowned branding professors are interested in understanding what makes everyone covet the prize in the... View Details
Keywords: by Carmen Nobel
- November 1999 (Revised April 2001)
- Case
General Brands Corporation (B)
By: David F. Hawkins
Keywords: Consumer Products Industry
Hawkins, David F. "General Brands Corporation (B)." Harvard Business School Case 100-045, November 1999. (Revised April 2001.)
- September–October 2024
- Article
How AI Can Power Brand Management
By: Julian De Freitas and Elie Ofek
Marketers have begun experimenting with AI to improve their brand-management efforts. But unlike other marketing tasks, brand management involves more than just repeatedly executing one specialized function. Long considered the exclusive domain of creative talent, it... View Details
Keywords: Creativity; AI and Machine Learning; Brands and Branding; Product Positioning; Customer Focus and Relationships
De Freitas, Julian, and Elie Ofek. "How AI Can Power Brand Management." Harvard Business Review 102, no. 5 (September–October 2024): 108–114.