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Show Results For
- All HBS Web
(3,839)
- People (15)
- News (952)
- Research (2,106)
- Events (8)
- Multimedia (71)
- Faculty Publications (1,503)
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- May 2023
- Teaching Note
Away: Scaling a DTC Travel Brand
By: Joseph B. Fuller and Jill Avery
Teaching Note for HBS Case No. 520-051. Away, a direct-to-consumer, digital native e-commerce seller of travel luggage, is debating how to invest its latest round of venture funding. How quickly could and should Away scale and what were the most promising growth... View Details
- May 2019 (Revised February 2020)
- Teaching Note
Rachael Ray: Cooking Up a Brand
By: Boris Groysberg, Robin Abrahams and Kerry Herman
Teaching Note for HBS Case No. 419-022. View Details
- 15 Dec 2008
- Research & Ideas
The Surprisingly Successful Marriages of Multinationals and Social Brands
systems and capabilities that are needed for going to and operating at scale that would take the social icon years to build. So structured correctly, an acquisition strategy can effectively marry the brand strength and "social... View Details
- 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
- October 1992 (Revised July 2001)
- Case
Gap, Inc., The: Building a Brand
By: Walter J. Salmon and David Wylie
Explores the circumstances under which a specialty store chain can profitably engage in large-scale non-price advertising. View Details
Salmon, Walter J., and David Wylie. "Gap, Inc., The: Building a Brand." Harvard Business School Case 593-043, October 1992. (Revised July 2001.)
- 04 Jun 2014
- What Do You Think?
Does Internet Technology Threaten Brand Loyalty?
Summing Up Is the Potential Negative Impact of New Information Technologies on Customer Loyalties Overstated? Customers will remain loyal to brands that meet their needs, regardless of the effects of new information technologies on their... View Details
- May 2019
- Case
Whiskey and Cheddar: Ingredient Branding at the Caesan Cheese Cooperative (Brief Case)
By: John A. Quelch and Katherine B. Hartman
The Caesan Cheese Cooperative is considering introducing a new high-quality, high-margin artisan whiskey cheddar cheese. Deidra Kelly, vice president of marketing and product development at Caesan, must recommend to the Board of Directors whether to launch the product... View Details
Keywords: Brands and Branding; Product Development; Management; Product Marketing; Product Positioning; Marketing Strategy; Partners and Partnerships; Food and Beverage Industry
Quelch, John A., and Katherine B. Hartman. "Whiskey and Cheddar: Ingredient Branding at the Caesan Cheese Cooperative (Brief Case)." Harvard Business School Brief Case 919-521, May 2019.
- 2010
- Working Paper
Quality Provision, Expected Firm Altruism and Brand Extensions
By: Julio J. Rotemberg
This paper studies quality choice in a model where consumers expect firms to act altruistically. It is shown that, under plausible assumptions regarding this altruism and the reaction of consumers to firms that demonstrate insufficient altruism, existing firms (or... View Details
Keywords: Brands and Branding; Consumer Behavior; Product Development; Corporate Social Responsibility and Impact; Quality; Mathematical Methods
Rotemberg, Julio J. "Quality Provision, Expected Firm Altruism and Brand Extensions." NBER Working Paper Series, No. 15635, January 2010.
- January 2008 (Revised December 2011)
- Case
Inner Mongolia Yili Group: China's Pioneering Dairy Brand
By: Regina M. Abrami, William C. Kirby, F. Warren McFarlan and Tracy Yuen Manty
Setting up the goal to become one of the top 20 enterprises in the world dairy industry by 2010, the Inner Mongolia Yili Group had ambitious plans. As one of China's biggest national dairy companies, its main challenge was competing as a local company against... View Details
Keywords: Global Strategy; Globalized Markets and Industries; Growth and Development Strategy; Brands and Branding; Competition; Agriculture and Agribusiness Industry; China
Abrami, Regina M., William C. Kirby, F. Warren McFarlan, and Tracy Yuen Manty. "Inner Mongolia Yili Group: China's Pioneering Dairy Brand." Harvard Business School Case 308-052, January 2008. (Revised December 2011.)
- 19 May 2011
- Research & Ideas
Empathy: The Brand Equity of Retail
agreed, sharing the story of a woman whose luggage was lost on the eve of her husband's funeral. Staff at a local Nordstrom store responded by staying open so she could purchase a few outfits, and her family has been loyal to the retailer ever since. "Empathy can be... View Details
- 17 Mar 2020
- Working Paper Summaries
From Sweetheart to Scapegoat: Brand Selfie-Taking Shapes Consumer Behavior
- April 2008
- Teaching Note
Dove: Evolution of a Brand (TN)
By: John A. Deighton
Teaching Note for [508-047]. View Details
- January 2008
- Teaching Note
Lenovo: Building A Global Brand (TN)
By: John A. Quelch and Carin-Isabel Knoop
Teaching Note for [insert case product number]. View Details
- 1999
- Book
Marketing Kakushin no Jidai 3: Brand Kouchiku (The Age of Marketing Innovation 3: Brand Building)
By: Mitsuaki Shimaguchi, Hirotaka Takeuchi, Hotaka Katahira and Junzou Ishii
- 07 Dec 1999
- Research & Ideas
Henry Heinz and Brand Creation in the Late Nineteenth Century
efficiently as possible. Increasing the company's product line was a potentially quick, inexpensive way to shape a nascent market for processed food. It was also a means, Heinz reasoned, of building the brand. In the 1870s, branding was a... View Details
Keywords: by Nancy F. Koehn
- May–June 2024
- Article
Should Your Brand Hire a Virtual Influencer?
By: Serim Hwang, Shunyuan Zhang, Xiao Liu and Kannan Srinivasan
Followers respond more favorably to sponsored posts by virtual influencers versus those by humans, costs are lower, and creating an influencer from scratch allows marketers to introduce more diversity. View Details
Hwang, Serim, Shunyuan Zhang, Xiao Liu, and Kannan Srinivasan. "Should Your Brand Hire a Virtual Influencer?" Harvard Business Review 102, no. 3 (May–June 2024): 56–60.
- December 2018
- Teaching Note
Kodak: The Rebirth of an Iconic Brand
By: Anat Keinan, Giana M. Eckhart and Michael Beverland
Teaching Note for HBS No. 519-051. View Details
- February 2018
- Teaching Note
Chase Sapphire: Creating a Millennial Cult Brand
By: Shelle Santana, Jill Avery and Christine Snively
Teaching Note for HBS No. 518-024. View Details
- January 2007 (Revised February 2010)
- Case
Afghanistan 2006: Building a Brand New State
By: Noel Maurer, Debora L. Spar and J. Gunnar Trumbull
In 2006, Afghanistan remains a country in turmoil. It has a newly elected democratic government, a rebounding economy, and considerable economic potential. But the country is still torn by rival factions and dominated by the opium trade. Explores how Afghanistan has... View Details
Keywords: Developing Countries and Economies; Economic Growth; Policy; Government and Politics; Political Elections; Organizations; Outcome or Result; Afghanistan
Maurer, Noel, Debora L. Spar, and J. Gunnar Trumbull. "Afghanistan 2006: Building a Brand New State." Harvard Business School Case 707-033, January 2007. (Revised February 2010.)