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Show Results For
- All HBS Web
(3,837)
- People (15)
- News (952)
- Research (2,108)
- Events (8)
- Multimedia (71)
- Faculty Publications (1,510)
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- October 30, 2000
- Article
Building a Powerful Prestige Brand
By: Nancy F. Koehn
Keywords: Brands and Branding
Koehn, Nancy F. "Building a Powerful Prestige Brand." Harvard Business School Working Knowledge (October 30, 2000).
- August 2000
- Article
Building Store Loyalty Through Store Brands
By: Marcel Corstjens and R. Lal
Corstjens, Marcel, and R. Lal. "Building Store Loyalty Through Store Brands." Journal of Marketing Research (JMR) 37, no. 3 (August 2000): 281–291.
- 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; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; United Kingdom; Europe; Portugal; China
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.)
- 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
Silk, Alvin J. "Brand Valuation Methodology: A Simple Example." Harvard Business School Background Note 596-092, January 1996.
- 2007
- Report
The Branding of Next Generation Products
By: Marco Bertini, John T. Gourville and Elie Ofek
- August 2013
- Teaching Plan
Tyra Banks: Personal Branding (TP)
By: Rohit Deshpandé, Kerry Herman and Annelena Lobb
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
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
Koehn, Nancy F. "Why Brand Matters in Health Care." Leadership Forum (June 6, 2013).
- 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 1994
- Case
Laura Ashley (C): Rebuilding and Transforming a Global Brand
By: Richard L. Nolan
Over the course of two years a CEO executes a business transformation strategy and key decisions. View Details
Keywords: Transition; Decisions; Performance Consistency; Performance Improvement; Business Strategy
Nolan, Richard L. "Laura Ashley (C): Rebuilding and Transforming a Global Brand." Harvard Business School Case 194-144, May 1994.
- May 2013
- Teaching Note
Altius Golf and the Fighter Brand (Brief Case)
By: Robert J. Dolan and Sunru Yong
- 2015
- White Paper
Luxury Branding Research: New Perspectives and Future Priorities
By: Anat Keinan, Sandrine Crener and Silvia Bellezza
- 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
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.
- 24 Jun 2002
- Research & Ideas
Building ’Brandtopias’—How Top Brands Tap into Society
customers over long periods of time. What's the secret of long-running megabrands such as Mountain Dew, Nike, and Budweiser? The magical sweet spot when a brand delivers imaginative stories that are... View Details
Keywords: by Martha Lagace
- September 2019 (Revised June 2021)
- Case
Dove and Real Beauty: Building a Brand with Purpose
By: Mark R. Kramer, Myriam Sidibe and Gunjan Veda
Unilever subsidiary Dove soap became a "brand with a purpose" and created shared value when the company decided to launch a Campaign for Real Beauty to combat the artificial media-driven stereotype of female beauty that causes appearance anxiety in women and girls... View Details
Keywords: Stereotype; Body Image; Female; Self-Esteem; Brands and Branding; Mission and Purpose; Advertising Campaigns; Gender; Resource Allocation
Kramer, Mark R., Myriam Sidibe, and Gunjan Veda. "Dove and Real Beauty: Building a Brand with Purpose." Harvard Business School Case 720-361, September 2019. (Revised June 2021.)
- 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
- 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 2018 (Revised September 2018)
- Case
BuzzFeed—What Future for Native Advertising and Branded Content?
Jonah Peretti, CEO of digital publishing company BuzzFeed, needs to decide how to respond to Facebook’s announcement that it would prioritize posts from friends over content from publishers. View Details
Keywords: Information Publishing; Internet and the Web; Digital Marketing; Problems and Challenges; Business Model; Strategy; Publishing Industry; Technology Industry; United States
Oberholzer-Gee, Felix. "BuzzFeed—What Future for Native Advertising and Branded Content?" Harvard Business School Case 718-511, May 2018. (Revised September 2018.)
- 2007
- Conference Presentation
Current Trends in Brand Preservation and Intellectual Property
By: Frank Nagle