Brands And Branding - Publications - Faculty & Research

06 Jul 2015
News

Lights! Camera... Market!

an increased awareness of and preference for the brand immediately following the release and premiere of the film at both the 2013 Toronto International Film Festival View Details

Keywords: Margie Kelley; Motion Picture and Sound Recording Industries; Motion Picture and Sound Recording Industries; Motion Picture and Sound Recording Industries; Motion Picture and Sound Recording Industries

14 Nov 2016
Op-Ed

5 Lessons I Hope Marketers Don’t Learn from Donald Trump

dreams of consumers, because a brand that’s built on such appeals will find it hard to grow to be a source of pride. Apparently misogyny, xenophobia, and contempt for the disabled have worked as customer... View Details

Keywords: by John A. Deighton

01 Aug 2002
News

HBS Alumni Association Board of Directors: President's Report

Christoph Brand (MBA '94), Jonathan Byrnes (DBA '80), Anthony Golamco (MBA '68), Ellen Guidera (MBA '86), Gustavo Herrero (MBA '76), Art Hilsinger (MBA '52), John Hoffmann (MBA '64), Beth Komachi (72nd PMD), Walt Pressey (MBA '70), Norton... View Details

Fadi Ghandour

Keywords: Shipping & Logistics

16 Jun 2003
Research & Ideas

Researchers Contribute Globalization of Markets Papers

his while not feeling impoverished or threatened when someone is calling the same product hers." Global Brands Managing the Brand-Product Continuum in Global Markets Dr. Hans-Willi Schroiff and David... View Details

Keywords: by Working Knowledge editors

Career Coach

Laurie Matthews

Whether working with clients on their own leadership development or focusing on navigating a particular career juncture, Laurie helps her clients crack their own codes to figure out how to make the most of their professional and life... View Details

Keywords: Consumer Products; Entrepreneurship; Hospitality; Retail

October 2018 (Revised April 2019)
Teaching Note

Kids & Company: Entering the U.S.

By: Boris Groysberg and Matthew G. Preble

Teaching Note for HBS No. 418-011. View Details

Citation

Purchase

01 Mar 2004
News

Toy Story

daunting challenges, but they each expressed a zealous commitment to their work and a heartfelt belief in their products. Brand Recognition: Michael Moynihan Michael T. Moynihan (MBA 1993) was reintroduced... View Details

Keywords: Susan Young; toys; Amusement, Gambling, and Recreation Industries; Amusement, Gambling, and Recreation Industries

November 2009
Case

Cisco Acquires Linksys

By: David F. Hawkins

Students must suggest ways to value intangible assets, including trademarks, acquired by Cisco in the Linksys acquisition. View Details

Keywords: Accounting; Mergers and Acquisitions; Trademarks; Brands and Branding; Information Technology; Valuation; Telecommunications Industry

Citation

Educators

Purchase

23 Jul 2012
Research & Ideas

Book Excerpt: ‘Talk, Inc.’

to spur innovation and creativity, and to improve the branding and reputation of their organization. Intentionality: Even in the most casual... View Details

Keywords: Re: Boris Groysberg

18 Nov 2008
First Look

First Look: November 18, 2008

the position of Brand Development Manager (BDM) to build the company's presence, sales, and relationships with its retail customers. After one year, the CEO, CFO and President... View Details

Keywords: Martha Lagace

12 Jan 2010
First Look

First Look: Jan. 12

http://cb.hbsp.harvard.edu/cb/product/809009-PDF-ENG Red Tomato: Keeping It Local Jose Alvarez, Mary Shelman, and Laura WinigHarvard Business School Case 510-023 This case describes the operating model and... View Details

Keywords: Martha Lagace

01 Sep 2009
News

Make the Most of HBS Alumni Resources

’95), board committees focused on four areas of interest to both alumni and the School: Brand Perception — offered the alumni perspective on the branding strategy being... View Details

Keywords: Educational Support Services; Educational Services

Profile

Leo Markel

Business School provided guidance at every turn. From career coaches to peers and alumni living the careers about which I dream, I've been fortunate to benefit from the wisdom of the HBS village. Third, the HBS View Details

Keywords: Venture Capital / Private Equity; Financial Services; Other Financial Services; Nonprofit / Government

01 Nov 2013
News

T-Mobile's Wacky Plan to Trash the Wireless Business Model

Keywords: Telecommunications; Information

10 Oct 2018
Research & Ideas

The Legacy of Boaty McBoatface: Beware of Customers Who Vote

consumers to vote also engenders brand loyalty by giving users more of a sense of ownership over products. Once a company opens those floodgates, however, they are essentially making a series of promises with consumers, whether they know... View Details

Keywords: by Michael Blanding; Advertising

04 Mar 2008
News

HBS Blogs

Fitness, Baby Boomers, Business, and Living”; archived since July 2006) MBA 1980I Jim McGee, McGee’s Musings, http://www.mcgeesmusings.net/ (book reviews and comments on design, technology, learning,... View Details

Keywords: Keith Larson; News, Library, Internet, and Other Services; News, Library, Internet, and Other Services; News, Library, Internet, and Other Services

13 Sep 2011
First Look

First Look: September 13

brands, Brita, Burt's Bees, and Green Works. These brands had fared differently over the past three years, and each presents multiple courses of action heading into 2011.... View Details

Keywords: Sean Silverthorne

26 Jul 2016
News

Alumni Capture the Essence of Pokemon GO Craze

can be derived from the phenomenon. To gather alumni thoughts and takeaways, we went on social media with a question: “How can other brands replicate the breakout success of Pokemon GO or can they?” Here are... View Details

Keywords: Arts, Entertainment

17 Oct 2006
First Look

First Look: October 17, 2006

20,000 employees operating in 138 countries, Lenovo needed a global marketing and branding strategy to extend its global reach. This meant determining what Lenovo stood for and... View Details