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  • All HBS Web  (3,832)
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Show Results For

  • All HBS Web  (3,832)
    • People  (15)
    • News  (950)
    • Research  (2,099)
    • Events  (8)
    • Multimedia  (71)
  • Faculty Publications  (1,495)
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  • 07 Dec 1999
  • Research & Ideas

Henry Heinz and Brand Creation in the Late Nineteenth Century

strategic rationale of branding and its importance to competing effectively on the demand side of the economy. In a young market, he realized, consumers had to be able to identify a particular product's... View Details
Keywords: by Nancy F. Koehn
  • February 2017
  • Case

Shang Xia: The Creation of a Chinese Luxury Lifestyle Brand

By: Anat Keinan, Sandrine Crener, Jing Xu, Janet Borgerson, Jonathan Schroeder and Zhiyan Wu
The case traces the birth of Shang Xia, a joint venture between the Hermès Group and Chinese designer Jiang Qiong Er. Launched in 2009 in Shanghai, the new brand's core mission is to revive and promote China’s 5,000-year-old cultural heritage and leverage Chinese... View Details
Keywords: Brands and Branding; Marketing Strategy; Product Positioning; Luxury; China
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Keinan, Anat, Sandrine Crener, Jing Xu, Janet Borgerson, Jonathan Schroeder, and Zhiyan Wu. "Shang Xia: The Creation of a Chinese Luxury Lifestyle Brand." Harvard Business School Case 517-032, February 2017.
  • September 2008
  • Teaching Note

Allston: Brand vs. Architecture (TN)

By: Christopher M. Gordon and Ben Creo
Teaching Note for [208079]. View Details
Keywords: Brands and Branding; Buildings and Facilities; Selection and Staffing; Massachusetts
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Gordon, Christopher M., and Ben Creo. "Allston: Brand vs. Architecture (TN)." Harvard Business School Teaching Note 209-040, September 2008.
  • December 1970 (Revised April 1983)
  • Case

Product Management at United Brands

By: Jay W. Lorsch
Keywords: Product; Management; Consumer Products Industry
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Lorsch, Jay W. "Product Management at United Brands." Harvard Business School Case 471-049, December 1970. (Revised April 1983.)
  • November 2001 (Revised January 2003)
  • Teaching Note

Healthcare Brands Corporation TN

By: David F. Hawkins
Teaching Note for (9-102-032). View Details
Keywords: Health Industry; United Kingdom; United States
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Hawkins, David F. "Healthcare Brands Corporation TN." Harvard Business School Teaching Note 102-037, November 2001. (Revised January 2003.)
  • September 2004
  • Article

How Global Brands Compete

By: Douglas B. Holt, John A. Quelch and Earl Taylor
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Holt, Douglas B., John A. Quelch, and Earl Taylor. "How Global Brands Compete." Harvard Business Review 82, no. 9 (September 2004): 68–75.
  • 2004
  • Working Paper

Monarchies as Corporate Brands

By: John M.T. Balmer, Stephen A. Greyser and Mats Urde
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Balmer, John M.T., Stephen A. Greyser, and Mats Urde. "Monarchies as Corporate Brands." Harvard Business School Working Paper, No. 05-002, August 2004.
  • Article

Moment-to-moment Optimal Branding in TV Commercials: Preventing Avoidance by Pulsing

By: Thales S. Teixeira, Michel Wedel and Rik Pieters
We develop a conceptual framework for understanding the impact that branding activity (the audio-visual representation of brands) and consumers' dispersion of attention have on their moment-to-moment avoidance decisions during television advertising. It formalizes this... View Details
Keywords: Advertising; Decision Choices and Conditions; Television Entertainment; Brands and Branding; Consumer Behavior; Mathematical Methods
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Teixeira, Thales S., Michel Wedel, and Rik Pieters. "Moment-to-moment Optimal Branding in TV Commercials: Preventing Avoidance by Pulsing." Marketing Science 29, no. 5 (September–October 2010): 783–804. (Lead Article.)
  • August 2014
  • Teaching Note

Peter Guber: The 'Me' vs. 'We' Brand

By: Stephen A. Greyser, William Ellet and Nelson Gayton
Well-known film producer Peter Guber must decide whether to commit to a time-consuming personal project. He is about to sign a contract for a business book in which he will share what he has learned in his long career. At the same time, he is keenly aware of problems... View Details
Keywords: Work-Life Balance; Entrepreneurship; Brands and Branding; Entertainment and Recreation Industry
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Greyser, Stephen A., William Ellet, and Nelson Gayton. "Peter Guber: The 'Me' vs. 'We' Brand." Harvard Business School Teaching Note 915-402, August 2014.
  • August 2014
  • Case

Peter Guber: The 'Me' vs. 'We' Brand

By: Stephen A. Greyser, William Ellet and Nelson Gayton
Well-known film producer Peter Guber must decide whether to commit to a time-consuming personal project. He is about to sign a contract for a business book in which he will share what he has learned in his long career. At the same time, he is keenly aware of problems... View Details
Keywords: Work-Life Balance; Entrepreneurship; Brands and Branding; Entertainment and Recreation Industry
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Greyser, Stephen A., William Ellet, and Nelson Gayton. "Peter Guber: The 'Me' vs. 'We' Brand." Harvard Business School Case 915-401, August 2014.
  • December 2005 (Revised January 2007)
  • Case

Ben & Jerry's: Preserving Mission & Brand within Unilever

By: James E. Austin and James Quinn
In the months after Ben & Jerry's was acquired by Unilever, Ben & Jerry's head social mission faces challenges and opportunities unique in the company's history, including: how to manage employee morale; whether to include synthetic ingredients to meet consumer... View Details
Keywords: Brands and Branding; Problems and Challenges; Mergers and Acquisitions; Mission and Purpose; Social Enterprise; Management Teams; Governing and Advisory Boards; Value Creation; Corporate Governance; Employee Relationship Management; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; United States
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Austin, James E., and James Quinn. "Ben & Jerry's: Preserving Mission & Brand within Unilever." Harvard Business School Case 306-037, December 2005. (Revised January 2007.)
  • March 1979 (Revised June 1983)
  • Case

Microwave Ovens: The Retail Brands

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Buzzell, Robert D. "Microwave Ovens: The Retail Brands." Harvard Business School Case 579-186, March 1979. (Revised June 1983.)
  • Article

Building and Valuing Brands in the Nonprofit Sector

By: Nathalie Laidler-Kylander, John A. Quelch and Bernard L. Simonin
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Laidler-Kylander, Nathalie, John A. Quelch, and Bernard L. Simonin. "Building and Valuing Brands in the Nonprofit Sector." Nonprofit Management & Leadership 17, no. 3 (Spring 2007): 253–277.
  • December 2014 (Revised May 2016)
  • Case

Dhamani Jewels: Becoming a Global Luxury Brand

By: Lynda Applegate and Lisa C. Mazzanti
Dhamani started as a loose gemstone dealer in 1969 in Jaipur, India. By the 2000s, it was headquartered in Dubai, United Arab Emirates and had expanded into diamonds and retail. The family business was now in its second generation of leadership and aimed to become a... View Details
Keywords: Luxury Retail; Jewelry; Luxury Goods; UAE; Retail; Brands and Branding; Family Business; Apparel and Accessories Industry; Dubai; India
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Applegate, Lynda, and Lisa C. Mazzanti. "Dhamani Jewels: Becoming a Global Luxury Brand." Harvard Business School Case 815-087, December 2014. (Revised May 2016.)
  • January–February 2019
  • Article

What Does Your Corporate Brand Stand For?

By: Stephen A. Greyser and Mats Urde
While most firms are adept at defining product brands, they’re less sure-footed with their corporate brands. What exactly does a parent company’s name represent, and how is it perceived in the marketplace?
A strong corporate identity provides direction and... View Details
Keywords: Organizations; Identity; Brands and Branding; Reputation; Management Analysis, Tools, and Techniques; Corporate Strategy
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Greyser, Stephen A., and Mats Urde. "What Does Your Corporate Brand Stand For?" Harvard Business Review 97, no. 1 (January–February 2019): 80–88.
  • Article

The Corporate Brand Identity and Reputation Matrix—The Case of the Nobel Prize

By: Mats Urde and Stephen A. Greyser
The purpose of this article is to explore corporate brand identity and reputation, with the aim of integrating them into a single managerial framework. The Nobel Prize serves as an in-depth field-based case study and is analysed using the Corporate Brand Identity and... View Details
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Urde, Mats, and Stephen A. Greyser. "The Corporate Brand Identity and Reputation Matrix—The Case of the Nobel Prize." Journal of Brand Management 23, no. 1 (January 2016): 89–117.
  • January 1996
  • Background Note

Brand Valuation Methodology: A Simple Example

By: Alvin J. Silk
Provides a simple illustration of a methodology for making a financial evaluation of a brand. View Details
Keywords: Finance; Brands and Branding; Valuation
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Silk, Alvin J. "Brand Valuation Methodology: A Simple Example." Harvard Business School Background Note 596-092, January 1996.
  • April 2020
  • Teaching Note

Glossier: Co-Creating a Cult Brand with a Digital Community

By: Jill Avery
Teaching Note for HBS No. 519-022. Flush with cash from its Series C fundraise, cult beauty brand Glossier considers its next phase of growth, facing critical decisions on how to allocate its capital to support various marketing communications and distribution... View Details
Keywords: Digital Marketing; Crowdsourcing; CRM; Startup; Direct-to-consumer; DTC; Marketing; Marketing Strategy; Brands and Branding; Consumer Behavior; Customer Relationship Management; Venture Capital; Business Startups; Entrepreneurship; Social Media; Beauty and Cosmetics Industry; United States
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Avery, Jill. "Glossier: Co-Creating a Cult Brand with a Digital Community." Harvard Business School Teaching Note 520-099, April 2020.
  • April 2004
  • Article

Mining Gold in Not-for-Profit Brands

By: John A. Quelch, James E. Austin and Nathalie Laidler-Kylander
Keywords: Brands and Branding; Nonprofit Organizations
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Quelch, John A., James E. Austin, and Nathalie Laidler-Kylander. "Mining Gold in Not-for-Profit Brands." Harvard Business Review 82, no. 4 (April 2004): 24.
  • October 30, 2000
  • Article

Building a Powerful Prestige Brand

By: Nancy F. Koehn
Keywords: Brands and Branding
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Koehn, Nancy F. "Building a Powerful Prestige Brand." Harvard Business School Working Knowledge (October 30, 2000).
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