Brands And Branding - Publications - Faculty & Research

23 Dec 2009
News

Managing Starwood's Brand & Expansion Strategy

11 Dec 2023
Blog Post

Building Iconic Brands and Brighter Futures: Interview with Glossier CEO, Kyle Leahy

Kyle Leahy (MBA 2011) stepped into the CEO role of Glossier in May 2022 ready to take the brand to new heights. Since its founding in 2014, Glossier had disrupted the beauty industry, created a powerful community-driven brand, View Details

Keywords: Consumer Products / Retail

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

Keywords: Distribution; Growth and Development Strategy; E-commerce; Segmentation; Venture Capital; Consumer Products Industry

Citation

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25 Feb 2020
News

Pricing Policies That Protect Your Brand

08 Dec 2016
Cold Call Podcast

How Wayfair Built a Furniture Brand from Scratch

Keywords: Retail

2007
Report

The Branding of Next Generation Products

By: Marco Bertini, John T. Gourville and Elie Ofek

Citation

05 Oct 2010
News

In Charge of a Beloved Brand

Keywords: Executive, Legislative, and Other General Government Support; Executive, Legislative, and Other General Government Support

December 2022
Background Note

Brand Extensions: Leverage, Enhancement, or Dilution?

By: Robert J. Dolan

Citation

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June 6, 2013
Article

Why Brand Matters in Health Care

By: Nancy F. Koehn

Citation

Read Now

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

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09 Jun 2020
News

Brands under pressure to make a stand on racism

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?

20 Sep 2021
News

What Brands like Reebok Can Learn from Hollywood Reboots

23 Jun 2010
News

The perils of a tarnished brand

08 Apr 2011
News

Investing in the Family Brand

Keywords: Real Estate

November 2021 (Revised December 2022)
Case

Farfetch: Digital Transformation for Luxury Brands

By: Sunil Gupta, Jill Avery, Elena Corsi and Federica Gabrieli

Farfetch, a global luxury technology platform and digital marketplace had been surfing the wave of digital transformation in the luxury fashion industry since 2008. While the company’s stock price and market valuation had fluctuated since its IPO in 2018, it had... View Details

Citation

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24 Jun 2002
Research & Ideas

Building ’Brandtopias’—How Top Brands Tap into Society

customers over long periods of time. What's the secret of long-running megabrands such as Mountain Dew, Nike, and Budweiser? The magical sweet spot when a brand delivers imaginative stories that are... View Details

Keywords: by Martha Lagace