Publications

December 2010 (Revised June 2011)
Case

Back to the Future: Redeveloping Unilever House

By: A. Eugene Kohn, Arthur I Segel and Andrew Pierson Terris

Steve Williams, General Counsel of Unilever PIc, has two key decisions to make prior to commencing construction on the redevelopment of Unilever House - the company's London corporate headquarters. The purpose of the redevelopment is to reinvigorate the corporate... View Details

Keywords: Organizational Culture; Leasing; Sales; Restructuring; Leading Change; Financing and Loans; Decisions; Business Headquarters; Design; Projects; London

16 Sep 2010
News

Brands Bounce Back, With Some Casualties

10 Sep 2012
HBS Case

HBS Cases: Branding Yoga

positions taken by a number of people. It wasn't just a descriptive story." “There are two elements of brand authenticity, and they appeal to two different sorts View Details

Keywords: by Kim Girard; Entertainment & Recreation

July 2025
Article

Reputation Burning: Analyzing the Impact of Brand Sponsorship on Social Influencers

By: Mengjie Cheng and Shunyuan Zhang

The growth of the influencer marketing industry warrants an empirical examination of the effect of posting sponsored videos on influencers' reputations. We collected a novel dataset of user-generated YouTube videos created by prominent English-speaking influencers in... View Details

Keywords: Reputation; Mathematical Methods; Marketing Reference Programs; Social Media; Brands and Branding

Find at Harvard

03 Jul 2024
Podcast

Adaptable and inclusive: Kraft Heinz’s brand of workforce

Melissa Werneck, EVP and global chief people officer for the multinational food and beverage firm, on reskilling for web marketing and personalization, AI, hybrid work, and collaboration across time zones and cultures. Also, why diversity is good business for consumer... View Details

25 Oct 2015
News

Legacy Brands And Millenials: The Art Of Courtship

November 2001
Case

Charles Schwab Corp.: Introducing A New Brand

By: Rajiv Lal and David Kiron

As the financial services industry converges, how should Charles Schwab, widely known as a discount brokerage firm, position its brand? This case presents elements of the company's overall brand strategy--including brand assets, choice of target audience, and media... View Details

Keywords: Growth and Development Strategy; Brands and Branding; Marketing Strategy; Financial Services Industry

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

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19 Mar 2014
Research & Ideas

A Brand Manager’s Guide to Losing Control

Thanks (or no thanks) to social media, brand managers have lost the power to control the perception of their products through carefully orchestrated advertising campaigns. These days, consumers are in... View Details

Keywords: by Carmen Nobel; Advertising

August 2020
Case

This Old House of Worship: St. Anthony Shrine (B)

By: Ryan Raffaelli

May 2020 (Revised July 2020)
Teaching Note

Brand Activism: Nike and Colin Kaepernick

By: Jill Avery and Koen Pauwels

Teaching Note for HBS Case No. 519-046. Nike’s selection of politically polarizing Colin Kaepernick as the spokesperson for the thirtieth anniversary of its iconic “Just Do It” campaign catapulted the brand into the media spotlight and made it a political flashpoint... View Details

Keywords: Marketing; Brands and Branding; Advertising; Advertising Campaigns; Marketing Strategy; Marketing Communications; Corporate Social Responsibility and Impact; Consumer Products Industry; Sports Industry; United States; North America

22 Feb 2022
Research & Ideas

When Will the Hot Housing Market Finally Start to Cool?

The United States housing market is tight and expensive and shows no signs of easing. Existing home sales hit a 15-year high in 2021, with 6.12 million sold, a jump of 8.5... View Details

Keywords: by Christine Pazzanese, Harvard Gazette

4 PM – 9 PM EST, 09 Nov 2017

HBS Alumnae Circles Open House & Training 2017: NYC

Women's groups are launching- are you interested? Register for this upcoming open house to learn more. View Details

September 2000 (Revised March 2001)
Teaching Note

House of Tata, 1995: The Next Generation (A) TN

By: Tarun Khanna, Krishna G. Palepu and Catherine M. Conneely

Teaching Note for (9-798-037). View Details

Keywords: Consumer Products Industry; Service Industry

October 2001
Case

Healthcare Brands Corporation

By: David F. Hawkins

A U.K. and a U.S. firm are entering into a merger agreement. Management must decide whether the merged companies should be domiciled in the United Kingdom and account for the merger as a pooling of interests or the United States and account for the merger as a... View Details

Keywords: International Accounting; Mergers and Acquisitions; Contracts; Health Industry; United Kingdom; United States