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Show Results For
- All HBS Web
(3,606)
- People (15)
- News (948)
- Research (2,110)
- Events (8)
- Multimedia (69)
- Faculty Publications (1,492)
- 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
- 02 Sep 2014
- News
New Fashion Brand Honors Grandmother's Stylish Legacy
- April 2008
- Teaching Note
Dove: Evolution of a Brand (TN)
By: John A. Deighton
Teaching Note for [508-047]. View Details
- January 2008
- Teaching Note
Lenovo: Building A Global Brand (TN)
By: John A. Quelch and Carin-Isabel Knoop
Teaching Note for [insert case product number]. View Details
- 26 Mar 2010
- News
Forge ahead, and build your brand
- 15 Aug 2024
- News
How AI Can Power Brand Management
- 09 Jul 2024
- News
Non-Fungible Tokens (NFTs) and Brand Building
- 02 Mar 2009
- News
Gender-Bending Brands an Easy Way to Increase Product Reach
- 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
Hwang, Serim, Shunyuan Zhang, Xiao Liu, and Kannan Srinivasan. "Should Your Brand Hire a Virtual Influencer?" Harvard Business Review 102, no. 3 (May–June 2024): 56–60.
The Underdog Effect: The Marketing of Disadvantage and Determination through Brand Biography
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
- November 2019 (Revised June 2020)
- Case
Shiseido Acquires Drunk Elephant
By: Jill Avery
On October 7, 2019, the Shiseido Group announced that it would acquire clean skincare brand Drunk Elephant for $845 million, a valuation of 8.5 times sales. Did Shiseido pay too much or too little for this brand asset? How much was the Drunk Elephant brand worth and... View Details
Keywords: Personal Care; Startup; Brand Equity; Brand Valuation; Brand Value; Brand Storytelling; Brand Management; Brands and Branding; Valuation; Marketing; Marketing Strategy; Mergers and Acquisitions; Entrepreneurship; Business Startups; Beauty and Cosmetics Industry; Consumer Products Industry; United States; Japan
Avery, Jill. "Shiseido Acquires Drunk Elephant." Harvard Business School Case 520-052, November 2019. (Revised June 2020.)
- 23 Apr 2001
- Research & Ideas
Brand Power from Wedgwood to Dell: Part Two
Brand New also developed the ability to identify ability in others: organizational and strategic talent, as well as commercial imagination. Lauder, Schultz, and Dell—like the three entrepreneurs in the past—shared a willingness to... View Details
Keywords: by Martha Lagace
- 1999
- Book
Marketing Kakushin no Jidai 3: Brand Kouchiku (The Age of Marketing Innovation 3: Brand Building)
By: Mitsuaki Shimaguchi, Hirotaka Takeuchi, Hotaka Katahira and Junzou Ishii
- April 2025
- Supplement
Influencer-led brand building: Hairitage and the McKnights
By: William R. Kerr and James Palano
Kerr, William R., and James Palano. "Influencer-led brand building: Hairitage and the McKnights." Harvard Business School Multimedia/Video Supplement 825-703, April 2025.
- 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
Dolan, Robert J. "Henkel Corp.: International Sealants Brand SISTA (A)." Harvard Business School Case 585-099, September 1984.
- 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
- Research Summary
Rethinking Brand Contamination: How Consumers Maintain Distinction When Symbolic Boundaries Are Breached"
If consumers view their brands as extensions of themselves, what happens when undesirable consumers adopt these same brands? I address this question by examining an issue that is of great concern to managers of high-status brands: the rampant spread... View Details