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Show Results For
- All HBS Web
(3,621)
- People (15)
- News (952)
- Research (2,125)
- Events (8)
- Multimedia (71)
- Faculty Publications (1,511)
- August 2013
- Teaching Plan
Tyra Banks: Personal Branding (TP)
By: Rohit Deshpandé, Kerry Herman and Annelena Lobb
Deshpandé, Rohit, Kerry Herman, and Annelena Lobb. "Tyra Banks: Personal Branding (TP)." Harvard Business School Teaching Plan 513-096, August 2013.
- Dataset
Pampers Brand Sales by Country
- 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
- May 2019 (Revised February 2020)
- Teaching Note
Rachael Ray: Cooking Up a Brand
By: Boris Groysberg, Robin Abrahams and Kerry Herman
Teaching Note for HBS Case No. 419-022. View Details
- 23 Jun 2010
- News
The perils of a tarnished brand
- 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 2021
- Teaching Note
Thingtesting: Launching a Brand Discovery and Testing Digital Community
By: Ayelet Israeli and Jill Avery
Teaching Note for the "Thingtesting: Launching a Brand Discovery and Testing Digital Community" HBS Case No. 520-086. View Details
Keywords: Influencer Marketing; Influencers; Influencer; Monetization; Monetization Strategy; Female; Female Entrepreneur; Female Protagonist; Direct-to-consumer; Marketing; Brands and Branding; Marketing Strategy; Venture Capital; Entrepreneurship; Marketing Communications; Consumer Products Industry; Financial Services Industry; Advertising Industry; London; United Kingdom; Europe; North America
- 09 Jun 2020
- News
Brands under pressure to make a stand on racism
- 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
Jones, Geoffrey, and Nicholas J. Morgan, eds. Adding Value: Brands and Marketing in Food and Drink. London: Routledge, 1994.
- 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
Collis, David J., and William Collis. "How to Build Enduring Brands in the Digital Age." Harvard Business School Working Paper, No. 21-013, July 2020.
- 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
Cespedes, Frank V., and Ben Plomion. "Building Brand Engagement: Lessons from NFTs and Collectibles." European Business Review (September–October 2023): 2–5.
Defending the Markers of Masculinity: Consumer Resistance to Brand Gender-Bending
I study the Porsche Cayenne SUV launch to ethnographically analyze how men consuming a gendered brand respond to perceived brand gender contamination. The consumers' communal gender work in a Porsche brand community is analyzed to uncover brand gender contamination's... View Details
- January 1996
- Background Note
Brand Valuation Methodology: A Simple Example
By: Alvin J. Silk
Provides a simple illustration of a methodology for making a financial evaluation of a brand. View Details
Silk, Alvin J. "Brand Valuation Methodology: A Simple Example." Harvard Business School Background Note 596-092, January 1996.
- 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.
- Web
Online Personal Branding Course | HBS Online
This course is part of the Marketing track. Introduction to Personal Branding ENROLL NOW No application needed for our certificate programs. Start your journey today! New Personal Branding $1,850 Next 3-week... View Details
- 01 Mar 2004
- News
Protecting against the Erosion of Brand Value
Innovation, a newsletter from HBS Publishing. “Barnes & Noble’s action indicates that within the publishing area, circumstances have changed, meaning that the power to capture value from a brand will increasingly shift from book... View Details
- 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.)
- 04 Jun 2014
- What Do You Think?
Does Internet Technology Threaten Brand Loyalty?
Summing Up Is the Potential Negative Impact of New Information Technologies on Customer Loyalties Overstated? Customers will remain loyal to brands that meet their needs, regardless of the effects of new information technologies on their... View Details
- 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