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Show Results For
- All HBS Web
(3,821)
- People (15)
- News (949)
- Research (2,094)
- Events (8)
- Multimedia (71)
- Faculty Publications (1,491)
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- 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.
- 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).
- 2007
- Report
The Branding of Next Generation Products
By: Marco Bertini, John T. Gourville and Elie Ofek
- 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
- 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
- August 2003
- Article
The Return of the Global Brand
By: John A. Quelch
Quelch, John A. "The Return of the Global Brand." Harvard Business Review 81, no. 8 (August 2003): 22–23.
- 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.)
- 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.)
- 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.
- 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
- 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
- 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
- August 2013 (Revised November 2013)
- Case
Gordon Brothers: Collateralizing Corporate Loans by Brands
By: Paul Healy and Maria Loumioti
The case explores the collateralization of intellectual property in a loan agreement between a highly leveraged apparel company and a large US bank. Leveraging intangibles in the credit market is a new practice that has significantly grown over the past few years.... View Details
Healy, Paul, and Maria Loumioti. "Gordon Brothers: Collateralizing Corporate Loans by Brands." Harvard Business School Case 114-016, August 2013. (Revised November 2013.)
- April 2025
- Supplement
Influencer-led brand building: Hairitage and the McKnights
By: William R. Kerr and James Palano
Kerr, William R., and James Palano. "Influencer-led brand building: Hairitage and the McKnights." Harvard Business School Multimedia/Video Supplement 825-703, April 2025.
- September 1984
- Case
Henkel Corp.: International Sealants Brand SISTA (A)
By: Robert J. Dolan
Corporate headquarters wishes to expand sales of a sealant product currently sold only in the West German market. Regional affiliates, operating on a profit center basis, are not enthusiastic about taking on the new product. The case describes the company's... View Details
Keywords: Marketing Strategy; Globalization; Expansion; Profit; Conflict Management; Consumer Products Industry; Construction Industry; Europe; West Germany
Dolan, Robert J. "Henkel Corp.: International Sealants Brand SISTA (A)." Harvard Business School Case 585-099, September 1984.
- 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
Avery, Jill. "Shiseido Acquires Drunk Elephant." Harvard Business School Case 520-052, November 2019. (Revised June 2020.)