Brand - Publications - Faculty & Research

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

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February 2001
Teaching Note

General Brands Corporations (A) and (B) TN

By: David F. Hawkins

Citation

Article

The Post 9/11 Resilience of American Brands

By: J. Quelch and Douglas B. Holt

Citation

20 Aug 2020
Podcast

Tulsa Remote: City branding and community building

Will Covid-19 empty superstar cities? While it’s too soon to say, metros outside the top tier are now in a better position to compete for talent. This plays to the strengths of programs like Tulsa Remote, which helps professionals who work remotely relocate to Tulsa,... View Details

Video

Dr. Catena Video Clip - Building Brands

02 Sep 2014
News

New Fashion Brand Honors Grandmother's Stylish Legacy

Keywords: Clothing and Clothing Accessories Stores; Retail Trade

September 1984
Case

Henkel Corp.: International Sealants Brand SISTA (A)

By: Robert J. Dolan

Corporate headquarters wishes to expand sales of a sealant product currently sold only in the West German market. Regional affiliates, operating on a profit center basis, are not enthusiastic about taking on the new product. The case describes the company's... View Details

Keywords: Marketing Strategy; Globalization; Expansion; Profit; Conflict Management; Consumer Products Industry; Construction Industry; Europe; West Germany

Citation

Find at Harvard

20 Sep 2013
News

A Brand of Her Own: Estee Lauder: An Interview with Nancy Koehn

19 Feb 2010
News

Can the Tiger Woods brand be repaired?

24 Sep 2018
News

Why Bad “Plot Twists” Ruin Brand Stories

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

Citation

We introduce the concept of an underdog brand biography to describe an emerging trend in branding in which firms author a historical account of their humble origins, lack of resources, and determined struggle against the odds. We identify two essential... View Details

01 Dec 2014
News

Faculty Q&A: The New Brand Manager: You

Now that customers have more of a voice in the consumer-brand relationship, some brands have suffered loud criticism for recent business decisions. How can brands avoid that pitfall? I’m not sure consumer... View Details

Keywords: April White

19 Mar 2014
News

A Brand Manager’s Guide to Losing Control

Keywords: Advertising, Public Relations, and Related Services; Professional Services

July 2008
Case

Hilton Hotels: Brand Differentiation through Customer Relationship Management

By: Lynda M. Applegate, Gabriele Piccoli and Chekitan Dev

This case analyzes the Hilton Hotels Corporation's CRM strategy at a key juncture in its history, immediately after the firm has been taken private by Blackstone. The case provides students with a comprehensive history of the evolution and IT enablers of Hilton's CRM... View Details

Keywords: Customer Relationship Management; Marketing Strategy; Privatization; Performance Evaluation; Information Technology; Accommodations Industry

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