Brands And Branding - Publications - Faculty & Research

29 May 2024
News

Harvard Professor Scott Kominers on NFTs and Brands

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

Keywords: Brands and Branding; Adaptation; Strategy

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May 2013
Teaching Note

Altius Golf and the Fighter Brand (Brief Case)

By: Robert J. Dolan and Sunru Yong

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2015
White Paper

Luxury Branding Research: New Perspectives and Future Priorities

By: Anat Keinan, Sandrine Crener and Silvia Bellezza

Citation

May 1992
Teaching Note

Henkel Group: Umbrella Branding and Globalization Decisions, Teaching Note

By: Robert J. Dolan

Teaching Note for (9-585-185). View Details

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20 Sep 2021
News

What Brands like Reebok Can Learn from Hollywood Reboots

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

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?

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

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Online Personal Branding Course | HBS Online

This course is part of the Marketing track. Introduction to Personal Branding ENROLL NOW No application needed for our certificate programs. Start your journey today! New Personal Branding $1,850 Next 3-week... View Details

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

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

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Creating Brand Value - Course Catalog

HBS Course Catalog Creating Brand Value Course Number 1925 Assistant Professor Julian de Freitas Spring; Q3; 1.5 credits 14 Sessions Exam Career Focus: This course is designed for students who plan to create, unlock, or invest in value... View Details

May–June 2024
Article

Should Your Brand Hire a Virtual Influencer?

By: Serim Hwang, Shunyuan Zhang, Xiao Liu and Kannan Srinivasan

Followers respond more favorably to sponsored posts by virtual influencers versus those by humans, costs are lower, and creating an influencer from scratch allows marketers to introduce more diversity. View Details

Keywords: Social Media; AI and Machine Learning; Brands and Branding; Power and Influence

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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

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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... View Details

Keywords: by Carmen Nobel; Health