Publications

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

Web

Creating Brand Value - Course Catalog

HBS Course Catalog Creating Brand Value Course Number 1925 Executive Fellow Michael Moynihan Fall; Q2; 1.5 credits 14 Sessions Exam Assistant Professor Julian de Freitas Spring; Q4; 1.5 credits 14 Sessions Exam Career Focus: This course... View Details

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

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

03 Feb 2015
News

Jury out on how win might affect Patriots brand

2010
Working Paper

Quality Provision, Expected Firm Altruism and Brand Extensions

By: Julio J. Rotemberg

This paper studies quality choice in a model where consumers expect firms to act altruistically. It is shown that, under plausible assumptions regarding this altruism and the reaction of consumers to firms that demonstrate insufficient altruism, existing firms (or... View Details

Keywords: Brands and Branding; Consumer Behavior; Product Development; Corporate Social Responsibility and Impact; Quality; Mathematical Methods

Read Now

January 2008 (Revised December 2011)
Case

Inner Mongolia Yili Group: China's Pioneering Dairy Brand

By: Regina M. Abrami, William C. Kirby, F. Warren McFarlan and Tracy Yuen Manty

Setting up the goal to become one of the top 20 enterprises in the world dairy industry by 2010, the Inner Mongolia Yili Group had ambitious plans. As one of China's biggest national dairy companies, its main challenge was competing as a local company against... View Details

Keywords: Global Strategy; Globalized Markets and Industries; Growth and Development Strategy; Brands and Branding; Competition; Agriculture and Agribusiness Industry; China

19 May 2011
Research & Ideas

Empathy: The Brand Equity of Retail

agreed, sharing the story of a woman whose luggage was lost on the eve of her husband's funeral. Staff at a local Nordstrom store responded by staying open so she could purchase a few outfits, and her family has been loyal to the retailer ever since. "Empathy can be... View Details

Keywords: by Carmen Nobel; Health

30 Jan 2006
HBS Case

The Case of the Mystery Writer’s Brand

As a longtime authority on marketing communications, HBS professor John Deighton has analyzed the consumer-product relationship from every angle. But when he heard the best-selling author James Patterson address a meeting of the Direct Marketing Association, Deighton... View Details

Keywords: by Julia Hanna; Entertainment & Recreation; Information; Publishing

November/December 2003
Article

Performance, Convenience, Price: What's Your Brand About?

By: Scott D. Anthony and Clayton M. Christensen

Keywords: Performance; Price; Brands and Branding

August 2024 (Revised October 2024)
Case

Influencer-led brand building: Hairitage and the McKnights

By: William R. Kerr, Daniel O'Connor and James Palano

December 2018
Teaching Note

Kodak: The Rebirth of an Iconic Brand

By: Anat Keinan, Giana M. Eckhart and Michael Beverland

Teaching Note for HBS No. 519-051. View Details

February 2018
Teaching Note

Chase Sapphire: Creating a Millennial Cult Brand

By: Shelle Santana, Jill Avery and Christine Snively

Teaching Note for HBS No. 518-024. View Details

January 2007 (Revised February 2010)
Case

Afghanistan 2006: Building a Brand New State

By: Noel Maurer, Debora L. Spar and J. Gunnar Trumbull

In 2006, Afghanistan remains a country in turmoil. It has a newly elected democratic government, a rebounding economy, and considerable economic potential. But the country is still torn by rival factions and dominated by the opium trade. Explores how Afghanistan has... View Details

Keywords: Developing Countries and Economies; Economic Growth; Policy; Government and Politics; Political Elections; Organizations; Outcome or Result; Afghanistan