Publications

November 2001 (Revised January 2003)
Teaching Note

Healthcare Brands Corporation TN

By: David F. Hawkins

Teaching Note for (9-102-032). View Details

Keywords: Health Industry; United Kingdom; United States

September 2004
Article

How Global Brands Compete

By: Douglas B. Holt, John A. Quelch and Earl Taylor

2004
Working Paper

Monarchies as Corporate Brands

By: John M.T. Balmer, Stephen A. Greyser and Mats Urde

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

November 2001 (Revised February 2002)
Case

Midway: Licensing, Distributing and Building Brands in China

Midway has built its business as a Chinese licensee of Western brands, principally Disney. It is now considering whether to develop its own brands and whether its core business is distribution or brand marketing. View Details

Keywords: Emerging Markets; Brands and Branding; China

March 1979 (Revised June 1983)
Case

Microwave Ovens: The Retail Brands

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

09 Jul 2010
News

The World Cup Brand Winner: Adidas or Nike?

December 1970 (Revised April 1983)
Case

Product Management at United Brands

By: Jay W. Lorsch

Keywords: Product; Management; Consumer Products Industry

01 Feb 1999
News

Newman's Own Brand of Charity

With the understated charm that has won him legions of fans on the big screen, Hollywood legend Paul Newman came to HBS in mid-October to talk about his successful second career as a social entrepreneur. During his daylong visit, Newman attended the debut of a new case... View Details

01 Feb 2017
News

The Hot New Brand of Higher Education

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

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

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

24 Mar 2011
News

Brands matter - but so do ads-Chrystia Freeland

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

29 Oct 2020
News

How to Build a Digital Brand That Lasts

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