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Show Results For
- All HBS Web
(3,622)
- People (15)
- News (952)
- Research (2,124)
- Events (8)
- Multimedia (71)
- Faculty Publications (1,508)
The Underdog Effect: The Marketing of Disadvantage and Determination through Brand Biography
We introduce the concept of an underdog brand biography to describe an emerging trend in branding in which firms author a historical account of their humble origins, lack of resources, and determined struggle against the odds. We identify two essential... View Details
Provenance Paradox and Country of Origin Branding
Since a product's country of origin of the product establishes its authenticity, companies from emerging markets are unable to price products comparably to similar firms from developed markets. This problem of establishing authenticity, called the "provenance paradox,"... View Details
- 01 Feb 1999
- News
Newman's Own Brand of Charity
Newman's Own, Inc., lunched with Dean Kim B. Clark, and fielded students' questions at an informal hour-long gathering sponsored by the Social Enterprise Club. The case, written by Initiative on Social Enterprise chair Professor James E.... View Details
- December 1970 (Revised April 1983)
- Case
Product Management at United Brands
By: Jay W. Lorsch
Lorsch, Jay W. "Product Management at United Brands." Harvard Business School Case 471-049, December 1970. (Revised April 1983.)
- 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
A strong corporate identity provides direction and... View Details
Keywords: Organizations; Identity; Brands and Branding; Reputation; Management Analysis, Tools, and Techniques; Corporate Strategy
Greyser, Stephen A., and Mats Urde. "What Does Your Corporate Brand Stand For?" Harvard Business Review 97, no. 1 (January–February 2019): 80–88.
- April 2004
- Article
Mining Gold in Not-for-Profit Brands
By: John A. Quelch, James E. Austin and Nathalie Laidler-Kylander
Quelch, John A., James E. Austin, and Nathalie Laidler-Kylander. "Mining Gold in Not-for-Profit Brands." Harvard Business Review 82, no. 4 (April 2004): 24.
- Article
The Corporate Brand Identity and Reputation Matrix—The Case of the Nobel Prize
By: Mats Urde and Stephen A. Greyser
The purpose of this article is to explore corporate brand identity and reputation, with the aim of integrating them into a single managerial framework. The Nobel Prize serves as an in-depth field-based case study and is analysed using the Corporate Brand Identity and... View Details
Urde, Mats, and Stephen A. Greyser. "The Corporate Brand Identity and Reputation Matrix—The Case of the Nobel Prize." Journal of Brand Management 23, no. 1 (January 2016): 89–117.
- 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).
- April 2020
- Teaching Note
Glossier: Co-Creating a Cult Brand with a Digital Community
By: Jill Avery
Teaching Note for HBS No. 519-022. Flush with cash from its Series C fundraise, cult beauty brand Glossier considers its next phase of growth, facing critical decisions on how to allocate its capital to support various marketing communications and distribution... View Details
Keywords: Digital Marketing; Crowdsourcing; CRM; Startup; Direct-to-consumer; DTC; Marketing; Marketing Strategy; Brands and Branding; Consumer Behavior; Customer Relationship Management; Venture Capital; Business Startups; Entrepreneurship; Social Media; Beauty and Cosmetics Industry; United States
- June 2025
- Teaching Note
AI and Brand Management: Promises and Perils
By: Julian De Freitas and Elie Ofek
Teaching Note for HBS Background Note No. 525-021. View Details
- January 2016
- Teaching Note
Accor: Strengthening the Brand with Digital Marketing
By: Jill Avery, Chekitan S. Dev and Peter O'Connor
Teaching Note for Accor: Strengthening the Brand with Digital Marketing case View Details
- 11 Dec 2023
- Blog Post
Building Iconic Brands and Brighter Futures: Interview with Glossier CEO, Kyle Leahy
Kyle Leahy (MBA 2011) stepped into the CEO role of Glossier in May 2022 ready to take the brand to new heights. Since its founding in 2014, Glossier had disrupted the beauty industry, created a powerful community-driven brand, View Details
- October 2007
- Case
Colgate Max Fresh: Global Brand Roll-Out
By: John A. Quelch
In February 2005, Nigel Burton, in his third year as president of global oral care at Colgate-Palmolive Company (CP), had every reason to feel optimistic. Worldwide market shares were strong and Colgate Max Fresh (CMF), a new toothpaste that had helped drive Colgate to... View Details
Keywords: Marketing Strategy; Product Launch; Global Strategy; Brands and Branding; Consumer Products Industry; Health Industry; China; Mexico
Quelch, John A., and Jacquie Labatt-Randle. "Colgate Max Fresh: Global Brand Roll-Out." Harvard Business School Case 508-009, October 2007.
- March 1996 (Revised November 1997)
- Case
Dewar's (A): Brand Repositioning in the 1990's
By: Alvin J. Silk and Lisa Klein Pearo
Dewar's, a major brand of Scotch whisky, produced by United Distillers of the U.K., and the U.S. leader in the Scotch category with a 15% market share, faced a declining market among traditional consumers of distilled spirits. Given the growing societal, legal, and... View Details
Keywords: Advertising; Customers; Brands and Branding; Marketing Strategy; Market Participation; Strategic Planning; Opportunities; Food and Beverage Industry; Food and Beverage Industry; United Kingdom; United States
Silk, Alvin J., and Lisa Klein Pearo. "Dewar's (A): Brand Repositioning in the 1990's." Harvard Business School Case 596-076, March 1996. (Revised November 1997.)
- 18 May 2010
- News
Brands and the Dark Side of Social Media
- June 2019
- Case
Rachael Ray: Cooking Up a Brand
By: Boris Groysberg, Robin Abrahams and Kerry Herman
Rachael Ray built a remarkable career and brand, first as a cooking personality, and then as a lifestyle maven. This case explores her early career, decisions taken along the way, and the successes she achieved in publishing, television and as a spokesperson. As her... View Details
Keywords: Personal Development and Career; Decision Choices and Conditions; Brands and Branding; Entrepreneurship
Groysberg, Boris, Robin Abrahams, and Kerry Herman. "Rachael Ray: Cooking Up a Brand." Harvard Business School Case 419-022, June 2019.
- 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 2000
- Case
Building Brand Community on the Harley-Davidson Posse Ride (Multimedia Case)
Concerns the second Harley-Davidson Posse Ride, a grueling 2,300 mile, 10-day trek from South Padre Island, TX to the Canadian border that is billed "for serious riders only." Harley Owner's Group (H.O.G.) Director Mike Keefe must decide whether this rolling rally... View Details
Fournier, Susan M., James McAlexander, John Schouten, and Sylvia Sensiper. "Building Brand Community on the Harley-Davidson Posse Ride (Multimedia Case)." Harvard Business School Multimedia/Video Case 501-009, November 2000.