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Show Results For
- All HBS Web
(3,836)
- People (15)
- News (953)
- Research (2,110)
- Events (8)
- Multimedia (71)
- Faculty Publications (1,512)
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- June 2021
- Teaching Note
Dove and Real Beauty: Building a Brand with Purpose
By: Mark R. Kramer
Teaching Note for HBS Case No. 720-361. View Details
- September 2018 (Revised March 2019)
- Teaching Note
Philanthropy and Brand Building: Jeff Vinik and the Tampa Bay Lightning
By: Stephen A. Greyser and Michael Mondello
Teaching Note for HBS No. 919-403, “Philanthropy and Brand-Building: Jeff Vinik and the Tampa Bay Lightning.” Includes objectives, study questions, analysis and discussion points, and teaching plan—covering both traditional brand-building and the role of distinctive... 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; Beauty and Cosmetics Industry; United States; Japan
Avery, Jill. "Shiseido Acquires Drunk Elephant." Harvard Business School Case 520-052, November 2019. (Revised June 2020.)
- 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.
- December 7, 1999
- Article
Henry Heinz and Brand Creation in the Late Nineteenth Century
By: Nancy F. Koehn
Koehn, Nancy F. "Henry Heinz and Brand Creation in the Late Nineteenth Century." Harvard Business School Working Knowledge (December 7, 1999).
- Research Summary
Rethinking Brand Contamination: How Consumers Maintain Distinction When Symbolic Boundaries Are Breached"
If consumers view their brands as extensions of themselves, what happens when undesirable consumers adopt these same brands? I address this question by examining an issue that is of great concern to managers of high-status brands: the rampant spread... View Details
- February 1994
- Article
The Effects of Advertising on Brand Switching and Repeat Purchasing
By: J. A. Deighton, C.M. Henderson and S. Neslin
Deighton, J. A., C.M. Henderson, and S. Neslin. "The Effects of Advertising on Brand Switching and Repeat Purchasing." Journal of Marketing Research (JMR) 31 (February 1994).
- 2014
- Working Paper
The Nobel Prize: A 'Heritage-based' Brand-oriented Network
By: Mats Urde and Stephen A. Greyser
Purpose — Understanding the Nobel Prize as a 'true' heritage brand in a networked situation and its management challenges, especially regarding identity and reputation.
Methodology — The Nobel Prize serves as an in-depth case study and is analysed within... View Details
Methodology — The Nobel Prize serves as an in-depth case study and is analysed within... View Details
Keywords: Nobel Prize; Heritage Brand; Brand Network; Networked Brand; Brand Within A Network; Brand Orientation; Brand Stewardship; Corporate Brand Identity; Reputation; Networks; Organizations; Philanthropy and Charitable Giving; Brands and Branding
Urde, Mats, and Stephen A. Greyser. "The Nobel Prize: A 'Heritage-based' Brand-oriented Network." Harvard Business School Working Paper, No. 15-010, August 2014.
- November/December 2003
- Article
Performance, Convenience, Price: What's Your Brand About?
By: Scott D. Anthony and Clayton M. Christensen
- 30 Jan 2006
- HBS Case
The Case of the Mystery Writer’s Brand
take-charge author, the publishing industry, and the business of book clubs to analyze the success of various modes of marketing. Patterson, a former chairman of J. Walter Thompson, published his first mystery novel in 1976 View Details
- 23 Apr 2001
- Research & Ideas
Brand Power from Wedgwood to Dell: Part Two
Brand New also developed the ability to identify ability in others: organizational and strategic talent, as well as commercial imagination. Lauder, Schultz, and Dell—like the... View Details
Keywords: by Martha Lagace
- Article
Long Term Impact of Promotion and Advertising on Consumer Brand Choice
By: Carl Mela, Sunil Gupta and Donald R. Lehmann
Keywords: Product Marketing; Advertising; Brands and Branding; Decision Choices and Conditions; Customers
Mela, Carl, Sunil Gupta, and Donald R. Lehmann. "Long Term Impact of Promotion and Advertising on Consumer Brand Choice." Journal of Marketing Research (JMR) 34, no. 2 (May 1997): 248–261. (Winner of American Marketing Association. Marketing Communications Special Interest Group Best Paper Award presented by American Marketing Association. Winner of Marketing Science Institute Best Paper Award To honor the authors of the MSI working papers that have made the most significant contribution to marketing practice and thought presented by Marketing Science Institute. Winner of Paul E. Green Award For the best article in the Journal of Marketing Research that demonstrates the greatest potential to contribute significantly to the practice of marketing research presented by American Marketing Association Foundation. Winner of William F. O'Dell Award For the Journal of Marketing Research article that has made the most significant, long-term contribution to marketing theory, methodology, and/or practice presented by American Marketing Association.)
- 27 Sep 2024
- Research & Ideas
Charting 'Cheapflation': How Budget Brands Got So Pricey
“cheapflation” isn’t unique to the US. The price gap between cheap and expensive goods widened most as inflation was peaking, but the spread remained even as prices stabilized, eating away consumers’ potential savings. “Prices for cheaper... View Details
Keywords: by Ana Elena Azpúrua
- 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
Cheng, Mengjie, and Shunyuan Zhang. "Reputation Burning: Analyzing the Impact of Brand Sponsorship on Social Influencers." Management Science 71, no. 7 (July 2025): 5910–5932.
- Article
Attention Prediction on Social Media Brand Pages
By: Himabindu Lakkaraju and Jitendra Ajmera
Lakkaraju, Himabindu, and Jitendra Ajmera. "Attention Prediction on Social Media Brand Pages." Proceedings of the ACM Conference on Information and Knowledge Management 20th (2011).
- January–February 1996
- Article
Brands Versus Private Labels: Fighting to Win
By: John A. Quelch and David Harding
Quelch, John A., and David Harding. "Brands Versus Private Labels: Fighting to Win." Harvard Business Review 74, no. 1 (January–February 1996): 99–109.
- September 1984
- Case
Henkel Corp.: International Sealants Brand SISTA (B)
By: Robert J. Dolan
Describes the outcome of implementation of the standardized plan described in Henkel (A). View Details
Keywords: Marketing Strategy; Globalization; Expansion; Profit; Conflict Management; Outcome or Result; Consumer Products Industry; Construction Industry; Europe; West Germany
Dolan, Robert J. "Henkel Corp.: International Sealants Brand SISTA (B)." Harvard Business School Case 585-100, September 1984.
- July 3, 2013
- Article
A 4-Step Guide to Assessing and Strengthening Your Institution's Brand
By: Nancy F. Koehn
Koehn, Nancy F. "A 4-Step Guide to Assessing and Strengthening Your Institution's Brand." Leadership Forum (July 3, 2013).
- June 2020
- Teaching Note
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: Brand Management; Brand Valuation; Brand Equity; Brand Value; Mergers ＆ Acquisitions; Startup; DTC; Brand Portfolio Strategy; Marketing; Marketing Strategy; Brands and Branding; Mergers and Acquisitions; Valuation; Entrepreneurship; Business Startups; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; United States; Japan; Asia; North America
- 10 Nov 2022 - 13 Nov 2022
- Conference Presentation
Timely Statements: Swift Brand Activism Is the Most Effective and Memorable
By: Jimin Nam, Maya Balakrishnan, Julian De Freitas and Alison Wood Brooks