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Show Results For
- All HBS Web
(3,626)
- People (15)
- News (952)
- Research (2,122)
- Events (8)
- Multimedia (71)
- Faculty Publications (1,504)
- 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.
- December 2022
- Background Note
Brand Extensions: Leverage, Enhancement, or Dilution?
By: Robert J. Dolan
Dolan, Robert J. "Brand Extensions: Leverage, Enhancement, or Dilution?" Harvard Business School Background Note 523-081, December 2022.
- June 6, 2013
- Article
Why Brand Matters in Health Care
By: Nancy F. Koehn
Koehn, Nancy F. "Why Brand Matters in Health Care." Leadership Forum (June 6, 2013).
- 2007
- Report
The Branding of Next Generation Products
By: Marco Bertini, John T. Gourville and Elie Ofek
- 04 Mar 2025
- News
The Evolution of Luxury Brand Porsche
- 25 Feb 2020
- News
Pricing Policies That Protect Your Brand
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
- 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.
- 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
- 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
- 07 May 2024
- News
Behind the Boom in Celebrity Brands
- 18 Jul 2023
- News
The Rising Value of Brand Valuation
- 04 Jan 2013
- News
Branding Yoga: Good Business or Blasphemy?
- 05 Oct 2010
- News
In Charge of a Beloved 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
- 09 Jun 2020
- News
Brands under pressure to make a stand on racism
- 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