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  • All HBS Web  (3,831)
    • People  (15)
    • News  (950)
    • Research  (2,101)
    • Events  (8)
    • Multimedia  (71)
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  • 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
  • 17 Mar 2020
  • Working Paper Summaries

From Sweetheart to Scapegoat: Brand Selfie-Taking Shapes Consumer Behavior

Keywords: by Reto Hofstetter, Gabriela Kunath, and Leslie K. John
  • 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
Keywords: Distribution; Growth and Development Strategy; E-commerce; Segmentation; Venture Capital; Consumer Products Industry
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Fuller, Joseph B., and Jill Avery. "Away: Scaling a DTC Travel Brand." Harvard Business School Teaching Note 523-109, May 2023.
  • 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
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Groysberg, Boris, Robin Abrahams, and Kerry Herman. "Rachael Ray: Cooking Up a Brand." Harvard Business School Teaching Note 419-084, May 2019. (Revised February 2020.)
  • 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
Keywords: by Sarah Jane Gilbert; Consumer Products; Food & Beverage
  • 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
Keywords: Advertising; Brands and Branding; Supply Chain Management
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Salmon, Walter J., and David Wylie. "Gap, Inc., The: Building a Brand." Harvard Business School Case 593-043, October 1992. (Revised July 2001.)
  • 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
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Rotemberg, Julio J. "Quality Provision, Expected Firm Altruism and Brand Extensions." NBER Working Paper Series, No. 15635, January 2010.
  • 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
  • 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
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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.)
  • March 2013
  • Teaching Note

EILEEN FISHER: Repositioning the Brand (TN)

By: Anat Keinan and Jill Avery
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Keinan, Anat, and Jill Avery. "EILEEN FISHER: Repositioning the Brand (TN)." Harvard Business School Teaching Note 513-095, March 2013.
  • August 2003
  • Article

The Return of the Global Brand

By: John A. Quelch
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Quelch, John A. "The Return of the Global Brand." Harvard Business Review 81, no. 8 (August 2003): 22–23.
  • 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
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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.
  • 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
Keywords: by Carmen Nobel; Health
  • April 2008
  • Teaching Note

Dove: Evolution of a Brand (TN)

By: John A. Deighton
Teaching Note for [508-047]. View Details
Keywords: Consumer Products Industry; Beauty and Cosmetics Industry
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Deighton, John A. "Dove: Evolution of a Brand (TN)." Harvard Business School Teaching Note 508-109, April 2008.
  • 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
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Quelch, John A., and Carin-Isabel Knoop. "Lenovo: Building A Global Brand (TN)." Harvard Business School Teaching Note 508-059, January 2008.
  • November 2019 (Revised June 2020)
  • Case

Shiseido Acquires Drunk Elephant

By: Jill Avery
On October 7, 2019, the Shiseido Group announced that it would acquire clean skincare brand Drunk Elephant for $845 million, a valuation of 8.5 times sales. Did Shiseido pay too much or too little for this brand asset? How much was the Drunk Elephant brand worth and... View Details
Keywords: Personal Care; Startup; Brand Equity; Brand Valuation; Brand Value; Brand Storytelling; Brand Management; Brands and Branding; Valuation; Marketing; Marketing Strategy; Mergers and Acquisitions; Entrepreneurship; Business Startups; Beauty and Cosmetics Industry; Consumer Products Industry; United States; Japan
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Avery, Jill. "Shiseido Acquires Drunk Elephant." Harvard Business School Case 520-052, November 2019. (Revised June 2020.)
  • 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
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Keinan, Anat, Giana M. Eckhart, and Michael Beverland. "Kodak: The Rebirth of an Iconic Brand." Harvard Business School Teaching Note 519-052, December 2018.
  • 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
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Santana, Shelle, Jill Avery, and Christine Snively. "Chase Sapphire: Creating a Millennial Cult Brand." Harvard Business School Teaching Note 518-068, February 2018.
  • 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
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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.)
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