Brand - Publications - Faculty & Research

05 Oct 2010
News

In Charge of a Beloved Brand

Keywords: Executive, Legislative, and Other General Government Support; Government

March 2020
Case

Thingtesting: Launching a Brand Discovery and Testing Digital Community

Thingtesting, a brand discovery and testing digital community devoted to uncovering and exploring direct-to-consumer brands, had just received seed funding and was contemplating a second year of growth. The new year brought many challenges, as founder Jenny Gyllander... View Details

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17 Mar 2020
Working Paper Summaries

From Sweetheart to Scapegoat: Brand Selfie-Taking Shapes Consumer Behavior

Keywords: by Reto Hofstetter, Gabriela Kunath, and Leslie K. John

December 2022
Background Note

Brand Extensions: Leverage, Enhancement, or Dilution?

By: Robert J. Dolan

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June 6, 2013
Article

Why Brand Matters in Health Care

By: Nancy F. Koehn

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2007
Report

The Branding of Next Generation Products

By: Marco Bertini, John T. Gourville and Elie Ofek

Citation

25 Feb 2020
News

Pricing Policies That Protect Your Brand

20 Sep 2021
News

What Brands like Reebok Can Learn from Hollywood Reboots

1994
Book

Adding Value: Brands and Marketing in Food and Drink

By: Geoffrey Jones and Nicholas J. Morgan

Branding is one of the most prominent topics in business today. This volume explores both the impact it has had on major products and the business strategies which have shaped the success, or failure, of these brands. Focusing on the history of marketing in the food... View Details

Keywords: Brands and Branding; Product; Business Strategy; Value; Food and Beverage Industry

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09 Dec 2016
News

How Wayfair Built a Furniture Brand from Scratch

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

Keywords: Brands and Branding; Adaptation; Strategy

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September–October 2023
Article

Building Brand Engagement: Lessons from NFTs and Collectibles

By: Frank V. Cespedes and Ben Plomion

The financial hype about Non-Fungible Tokens (NFTs) has cooled considerably since trading in that market went from more than $780 million on May 1, 2022 to less than $295 million for the entire month of May, 2023. But brands launch marketing campaigns in this medium,... View Details

Keywords: Opportunities; Digital Strategy; Brands and Branding; Marketing Strategy

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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

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

Keywords: Distribution; Growth and Development Strategy; E-commerce; Segmentation; Venture Capital; Consumer Products Industry

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