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  • All HBS Web  (3,618)
    • People  (15)
    • News  (951)
    • Research  (2,115)
    • Events  (8)
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Show Results For

  • All HBS Web  (3,618)
    • People  (15)
    • News  (951)
    • Research  (2,115)
    • Events  (8)
    • Multimedia  (71)
  • Faculty Publications  (1,495)
← Page 11 of 3,618 Results →

    What Makes a Successful Celebrity Brand?

    Celebrity endorsements of existing brands have been a part of marketing strategy for decades. But in a world where celebrities have built enormous social media followings and have become effective influencers, many stars are making a pivot: Instead of endorsing or... View Details

    • February 2025
    • Teaching Note

    Influencer-Led Brand Building: Hairitage and the McKnights

    By: William R. Kerr and James Palano
    Teaching Note for HBS Case No. 825-066. Mindy McKnight started in 2009 as an early influencer on social media whose videos of creative hairstyles for girls launched her family on an entrepreneurship journey. The McKnights transitioned from YouTube ad revenue to brand... View Details
    Keywords: Family Business; Social Media; Entrepreneurship; Brands and Branding; Product Launch; Power and Influence; Expansion; Beauty and Cosmetics Industry
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    Kerr, William R., and James Palano. "Influencer-Led Brand Building: Hairitage and the McKnights." Harvard Business School Teaching Note 825-125, February 2025.
    • 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.
    • 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.
    • 04 Apr 2018
    • News

    Rebuilding the Girl Scouts Brand

    Mishka Pitter-Armand (MBA 2003) was never a Girl Scout; but she is a go-getter, an innovator, a risk taker, and a leader. “When you bring those four words together,” Pitter-Armand says, “they form the acronym G.I.R.L.” In late 2016, Pitter-Armand, head of View Details
    • 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; Agriculture and Agribusiness Industry; Retail 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.)
    • 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.
    • 09 Jul 2010
    • News

    The World Cup Brand Winner: Adidas or Nike?

    • 01 Feb 2017
    • News

    The Hot New Brand of Higher Education

    • Research Summary

    The Appropriability of Reputation in Franchises Selling Brands

    We develop a multi-market model in which there are two kinds of firms: brands and small firms (or agents). Firms interact with short lived clients in the market for goods (or services) and with each other in the market for franchises. The model is one of adverse... View Details
    • January 1992
    • Article

    Risk Reduction and Umbrella Branding

    By: C. A. Montgomery and B. Wernerfelt
    Keywords: Risk and Uncertainty; Brands and Branding
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    Montgomery, C. A., and B. Wernerfelt. "Risk Reduction and Umbrella Branding." Journal of Business 65, no. 1 (January 1992): 31–50.
    • July 2012 (Revised July 2014)
    • Case

    Warby Parker: Vision of a 'Good' Fashion Brand

    By: Christopher Marquis and Laura Velez Villa
    In its third year of existence and poised to double its workforce, Warby Parker attributed its success to an innovative approach in the eyewear industry and to the company culture that supported it. With a mission combining social and business goals, the company had... View Details
    Keywords: Entrepreneurship; Innovation; Business And Society; Social Responsiblity; Organizational Behavior; Social Entrepreneurship; Growth Management; Corporate Social Responsibility and Impact; Brands and Branding; Organizational Culture; Marketing Strategy; Innovation and Invention; Apparel and Accessories Industry; Health Industry; United States
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    Marquis, Christopher, and Laura Velez Villa. "Warby Parker: Vision of a 'Good' Fashion Brand." Harvard Business School Case 413-051, July 2012. (Revised July 2014.)
    • May 2013
    • Case

    Altius Golf and the Fighter Brand

    By: Robert J. Dolan and Sunru Yong
    Altius Golf is the clear leader in the golf ball market despite a long-term decline in the number of golfers and a drop in sales following the financial crisis. The firm has maintained its position by introducing generations of advanced, super-premium golf balls that... View Details
    Keywords: Governing and Advisory Boards; Competitive Advantage; Decision Choices and Conditions; Distribution Channels; Sports; Financial Crisis; Brands and Branding; Segmentation; Sports Industry; Entertainment and Recreation Industry
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    Dolan, Robert J., and Sunru Yong. "Altius Golf and the Fighter Brand." Harvard Business School Brief Case 913-578, May 2013.
    • 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.)
    • 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.)
    • 26 Sep 2014
    • News

    How to market brand Beyoncé

    • 27 Apr 2020
    • News

    How Brands Unwittingly Fund Disinformation

    Keywords: Advertising, Public Relations, and Related Services; Professional Services
    • 29 Oct 2020
    • News

    How to Build a Digital Brand That Lasts

    • 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.
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