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  • All HBS Web  (3,819)
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  • All HBS Web  (3,819)
    • People  (15)
    • News  (947)
    • Research  (2,094)
    • Events  (8)
    • Multimedia  (69)
  • Faculty Publications  (1,491)
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  • 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.)
  • 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.
  • November 2021 (Revised December 2022)
  • Case

Farfetch: Digital Transformation for Luxury Brands

By: Sunil Gupta, Jill Avery, Elena Corsi and Federica Gabrieli
Farfetch, a global luxury technology platform and digital marketplace had been surfing the wave of digital transformation in the luxury fashion industry since 2008. While the company’s stock price and market valuation had fluctuated since its IPO in 2018, it had... View Details
Keywords: Digital Marketing; Marketplaces; Retailing; Internet Marketing; E-Commerce Strategy; Marketing; Marketing Strategy; Marketing Channels; Brands and Branding; Luxury; Growth and Development Strategy; Digital Transformation; E-commerce; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Fashion Industry; Retail Industry; Web Services Industry; Technology Industry; United Kingdom; Europe; Portugal; China
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Gupta, Sunil, Jill Avery, Elena Corsi, and Federica Gabrieli. "Farfetch: Digital Transformation for Luxury Brands." Harvard Business School Case 522-051, November 2021. (Revised December 2022.)
  • 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).
  • 08 Dec 2016
  • Cold Call Podcast

How Wayfair Built a Furniture Brand from Scratch

Keywords: Retail
  • August 2000
  • Article

Building Store Loyalty Through Store Brands

By: Marcel Corstjens and R. Lal
Keywords: Brands and Branding; Customer Relationship Management
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Corstjens, Marcel, and R. Lal. "Building Store Loyalty Through Store Brands." Journal of Marketing Research (JMR) 37, no. 3 (August 2000): 281–291.
  • October 2007
  • Case

Colgate Max Fresh: Global Brand Roll-Out

By: John A. Quelch
In February 2005, Nigel Burton, in his third year as president of global oral care at Colgate-Palmolive Company (CP), had every reason to feel optimistic. Worldwide market shares were strong and Colgate Max Fresh (CMF), a new toothpaste that had helped drive Colgate to... View Details
Keywords: Marketing Strategy; Product Launch; Global Strategy; Brands and Branding; Consumer Products Industry; Health Industry; China; Mexico
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Quelch, John A., and Jacquie Labatt-Randle. "Colgate Max Fresh: Global Brand Roll-Out." Harvard Business School Case 508-009, October 2007.
  • November 2000
  • Case

Building Brand Community on the Harley-Davidson Posse Ride (Multimedia Case)

Concerns the second Harley-Davidson Posse Ride, a grueling 2,300 mile, 10-day trek from South Padre Island, TX to the Canadian border that is billed "for serious riders only." Harley Owner's Group (H.O.G.) Director Mike Keefe must decide whether this rolling rally... View Details
Keywords: Customer Focus and Relationships; Brands and Branding; Motorcycle Industry
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Fournier, Susan M., James McAlexander, John Schouten, and Sylvia Sensiper. "Building Brand Community on the Harley-Davidson Posse Ride (Multimedia Case)." Harvard Business School Multimedia/Video Case 501-009, November 2000.
  • March 2020
  • Case

Thingtesting: Launching a Brand Discovery and Testing Digital Community

By: Ayelet Israeli and Jill Avery
Thingtesting, a brand discovery and testing digital community devoted to uncovering and exploring direct-to-consumer brands, had just received seed funding and was contemplating a second year of growth. The new year brought many challenges, as founder Jenny Gyllander... View Details
Keywords: Influencer Marketing; Monetization; Female Ceo; Female Entrepreneur; Female Protagonist; Influencers; Influencer; Direct-to-consumer; Marketing; Brands and Branding; Marketing Strategy; Venture Capital; Entrepreneurship; Marketing Communications; Consumer Products Industry; Financial Services Industry; Advertising Industry; London; United Kingdom; United States; Europe; North America
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Israeli, Ayelet, and Jill Avery. "Thingtesting: Launching a Brand Discovery and Testing Digital Community." Harvard Business School Case 520-086, March 2020.
  • August 2013
  • Teaching Plan

Tyra Banks: Personal Branding (TP)

By: Rohit Deshpandé, Kerry Herman and Annelena Lobb
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Deshpandé, Rohit, Kerry Herman, and Annelena Lobb. "Tyra Banks: Personal Branding (TP)." Harvard Business School Teaching Plan 513-096, August 2013.
  • December 2022
  • Background Note

Brand Extensions: Leverage, Enhancement, or Dilution?

By: Robert J. Dolan
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Dolan, Robert J. "Brand Extensions: Leverage, Enhancement, or Dilution?" Harvard Business School Background Note 523-081, December 2022.
  • June 6, 2013
  • Article

Why Brand Matters in Health Care

By: Nancy F. Koehn
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Koehn, Nancy F. "Why Brand Matters in Health Care." Leadership Forum (June 6, 2013).
  • 2007
  • Report

The Branding of Next Generation Products

By: Marco Bertini, John T. Gourville and Elie Ofek
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Bertini, Marco, John T. Gourville, and Elie Ofek. "The Branding of Next Generation Products." Marketing Science Institute Report, 2007.
  • 1994
  • Book

Adding Value: Brands and Marketing in Food and Drink

By: Geoffrey Jones and Nicholas J. Morgan
Branding is one of the most prominent topics in business today. This volume explores both the impact it has had on major products and the business strategies which have shaped the success, or failure, of these brands. Focusing on the history of marketing in the food... View Details
Keywords: Brands and Branding; Product; Business Strategy; Value; Food and Beverage Industry
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Jones, Geoffrey, and Nicholas J. Morgan, eds. Adding Value: Brands and Marketing in Food and Drink. London: Routledge, 1994.
  • 2020
  • Working Paper

How to Build Enduring Brands in the Digital Age

By: David J. Collis and William Collis
What makes a brand last? It’s a deceptively simple question, but its answer separates sustainable success from eventual obscurity. Almost every company devotes significant resources to defining their brand. But few ask the more important question: how to... View Details
Keywords: Brands and Branding; Adaptation; Strategy
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Collis, David J., and William Collis. "How to Build Enduring Brands in the Digital Age." Harvard Business School Working Paper, No. 21-013, July 2020.
  • April 2021
  • Teaching Note

Thingtesting: Launching a Brand Discovery and Testing Digital Community

By: Ayelet Israeli and Jill Avery
Teaching Note for the "Thingtesting: Launching a Brand Discovery and Testing Digital Community" HBS Case No. 520-086. View Details
Keywords: Influencer Marketing; Influencers; Influencer; Monetization; Monetization Strategy; Female; Female Entrepreneur; Female Protagonist; Direct-to-consumer; Marketing; Brands and Branding; Marketing Strategy; Venture Capital; Entrepreneurship; Marketing Communications; Consumer Products Industry; Financial Services Industry; Advertising Industry; London; United Kingdom; Europe; North America
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Israeli, Ayelet, and Jill Avery. "Thingtesting: Launching a Brand Discovery and Testing Digital Community." Harvard Business School Teaching Note 521-094, April 2021.
  • September–October 2023
  • Article

Building Brand Engagement: Lessons from NFTs and Collectibles

By: Frank V. Cespedes and Ben Plomion
The financial hype about Non-Fungible Tokens (NFTs) has cooled considerably since trading in that market went from more than $780 million on May 1, 2022 to less than $295 million for the entire month of May, 2023. But brands launch marketing campaigns in this medium,... View Details
Keywords: Opportunities; Digital Strategy; Brands and Branding; Marketing Strategy
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Cespedes, Frank V., and Ben Plomion. "Building Brand Engagement: Lessons from NFTs and Collectibles." European Business Review (September–October 2023): 2–5.
  • 24 Jun 2002
  • Research & Ideas

Building ’Brandtopias’—How Top Brands Tap into Society

Customers value some of the most powerful brands in the world primarily for their "cultural value": They provide imaginative resources that people use to build their identities. These are what Harvard Business School professor... View Details
Keywords: by Martha Lagace
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