Publications

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

20 Sep 2004
Research & Ideas

How Consumers Value Global Brands

that people associate with global brands. Then we surveyed 1,800 people in twelve nations to measure the relative importance of those dimensions when consumers buy products. A detailed analysis revealed that consumers all over the world associate global View Details

Keywords: by Douglas B. Holt, John A. Quelch & Earl L. Taylor

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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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

09 Jul 2010
News

The World Cup Brand Winner: Adidas or Nike?

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

July 2012 (Revised July 2014)
Case

Warby Parker: Vision of a 'Good' Fashion Brand

By: Christopher Marquis and Laura Velez Villa

In its third year of existence and poised to double its workforce, Warby Parker attributed its success to an innovative approach in the eyewear industry and to the company culture that supported it. With a mission combining social and business goals, the company had... View Details

Keywords: Entrepreneurship; Innovation; Business And Society; Social Responsiblity; Organizational Behavior; Social Entrepreneurship; Growth Management; Corporate Social Responsibility and Impact; Brands and Branding; Organizational Culture; Marketing Strategy; Innovation and Invention; Apparel and Accessories Industry; Health Industry; United States

01 Feb 2017
News

The Hot New Brand of Higher Education

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

Keywords: by Sarah Jane Gilbert; Consumer Products; Food & Beverage

04 Apr 2018
News

Rebuilding the Girl Scouts Brand

Mishka Pitter-Armand (MBA 2003) was never a Girl Scout; but she is a go-getter, an innovator, a risk taker, and a leader. “When you bring those four words together,” Pitter-Armand says, “they form the acronym G.I.R.L.” In late 2016, Pitter-Armand, head of View Details

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

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

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

Keywords: Publishing Industries (except Internet); Information

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

29 Oct 2020
News

How to Build a Digital Brand That Lasts

October 1992 (Revised July 2001)
Case

Gap, Inc., The: Building a Brand

By: Walter J. Salmon and David Wylie

Explores the circumstances under which a specialty store chain can profitably engage in large-scale non-price advertising. View Details

Keywords: Advertising; Brands and Branding; Supply Chain Management