Brands And Branding - Publications - Faculty & Research

11 Oct 2023
News

Soldier On

family, to live, to work, and to play. And so I tell everyone, I view the role of mayor as “I am the chief ambassador. I am the chief brand officer of my city.” The first thing... View Details

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Receiving $26k 51% Receiving Brand Management 1% $125k 25th Percentile Base $125k Median $133k 75th Percentile Base $40k 100% Receiving $13k 86% Receiving General Marketing <1% N/A N/A N/A Product Management 8% $143k 25th Percentile Base... View Details

02 Nov 2022
News

Strong Finish

Heela Yang and Alicia Sontag Four years after its launch in 2015, the Brazilian-inspired beauty brand Sol de Janeiro was already profitable; its skin-tightening Bum Bum Cream had been Sephora’s top-selling... View Details

30 Sep 2013
Research & Ideas

Do Mergers Hurt Product Quality?

comparative consumer product reviews since 1936. The publication ranks competitive brands according to quality, based on in-house testing and customer surveys, and publishes... View Details

Keywords: by Carmen Nobel; Consumer Products

20 Feb 2017
Research & Ideas

Having No Life is the New Aspirational Lifestyle

coined the term “conspicuous consumption”) to television shows such as Lifestyles of the Rich and Famous. And if you didn’t actually have a life of leisure, you could pretend you did by buying increasingly... View Details

Keywords: by Michael Blanding

29 Oct 2007
HBS Case

Marketing Maria: Managing the Athlete Endorsement

approach decisions regarding endorsements. Similarly, because star athletes and other celebrities are "brands" that have certain meanings for consumers, companies can spend millions of dollars to align themselves with those... View Details

Keywords: by Sarah Jane Gilbert; Sports

15 Mar 2022
Research & Ideas

This Workplace Certification Made Already Safe Companies Even Safer

called OHSAS 18001. While advocates have claimed for years that OHSAS 18001 adoption would lead to fewer workplace injuries, better brand image, and access to new customers, such claims were based on... View Details

Keywords: by Rachel Layne

01 Sep 2023
News

Made in Italy

focused on the past, present, and future of capitalism and the iconic brands that have established the “Made in Italy” label as an international symbol of quality View Details

Keywords: April White

27 Feb 2017
Research & Ideas

Reputation is Vital to Survival in Turbulent Markets

Organizations with great reputations can draw large and loyal followings. Source: iStock In developed countries, the best friends of businesses are the legal, political, and social institutions—banks,... View Details

Keywords: by Sean Silverthorne

February 2020
Case

Leading Change in Talent at L'Oréal

By: Lakshmi Ramarajan, Vincent Dessain and Emer Moloney

Jean-Claude Le Grand just stepped into a new role as Executive Vice-President for Human Resources at the global cosmetics company, L’Oréal. He is now responsible for the hiring, development, promotion, and retention of 83,000 employees worldwide. The highly successful... View Details

Keywords: Advertising; Business Headquarters; Business Divisions; Business Organization; Change; Change Management; Transformation; Competency and Skills; Experience and Expertise; Talent and Talent Management; Demographics; Diversity; Gender; Nationality; Multinational Firms and Management; Human Resources; Employees; Recruitment; Retention; Selection and Staffing; Innovation and Management; Jobs and Positions; Employment; Human Capital; Leadership; Leadership Development; Leadership Style; Leading Change; Management Practices and Processes; Marketing; Brands and Branding; Product Marketing; Organizations; Organizational Change and Adaptation; Organizational Structure; Personal Development and Career; Planning; Strategic Planning; Problems and Challenges; Networks; Social Psychology; Attitudes; Power and Influence; Social and Collaborative Networks; Business Strategy; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; France; Paris

Citation

Educators

Purchase

22 Sep 2022
News

The Beauty Guide

gave her some advice: Leave the comfort of marketing and join sales; learn the business from the inside out. The suggestion made little sense to Freyre, who considered herself a marketer and a View Details

Keywords: Maureen Harmon

01 Dec 2015
Blog Post

What is the HBS FIELD Program?

I have always been interested in exploring personally and professionally), but that I would have the opportunity to work on the iconic brand Harley-Davidson. Not only that, but I would get the opportunity to... View Details

25 Oct 2022
Research & Ideas

Is Baseball Ready to Compete for the Next Generation of Fans?

Richard P. Chapman Professor of Business Administration, Emeritus, at Harvard Business School, studies brand marketing and communications. Greyser pioneered the academic study of the business of sports,... View Details

Keywords: by Christina Pazzanese, Harvard Gazette; Media & Broadcasting; Sports

05 Sep 2006
Research & Ideas

HBS Cases: Porsche’s Risky Roll on an SUV

turnaround—form the basis for a terrific debate on the importance of brand and location, according to Jeffrey Fear, an associate professor, and Carin-Isabel Knoop, executive... View Details

Keywords: by Martha Lagace; Auto; Manufacturing

Web

Advisory Board - Entrepreneurship

opportunities. He graduated from Kenyon College, has one daughter, and lives in Wellesley, MA. Marla Malcolm Beck (MBA 1998), Bluemercury Marla Malcolm Beck is the co-founder and CEO of Bluemercury Inc., a... View Details

01 Sep 2023
News

Global Outposts Expand HBS’s Intellectual Footprint

Pacific Last fall, the center and the HBS Club of Shanghai hosted the 15th Annual HBS Entrepreneurship Forum. Titled “Convergency in New Dynamics,” it included both an online webinar and an in-person... View Details

Keywords: Jennifer Gillespie

19 Apr 2004
Research & Ideas

Birth of the American Salesman

industries that traditionally invested heavily in salesmen—insurance, automobiles, office machines, branded foods, and pharmaceuticals—did so because they believed salesmen were effective View Details

Keywords: by Laura Linard

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Faculty & Researchers - Managing the Future of Work

firm for leading retailers and brands worldwide. Mr. O’Connor has been a thought leader in the retail industry, founding a syndicated research firm that he sold to WPP, and... View Details

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Online Business Strategy Courses | HBS Online

Certificate Courses (6) Disruptive Strategy Professors Rory McDonald & Clayton Christensen Strengthen your capacity to create winning strategies and bring innovations to market by discovering customer jobs to be done View Details

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Virtual Job Search Teams - Alumni

cover in each session: Session 1: Introductions, Share Career & Life Criteria, and Your Marketing Plan Session 2: Positioning Statement & Branding Session 3: Informational Conversations & Energizing Your... View Details

Publications