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Show Results For
- All HBS Web
(3,589)
- People (15)
- News (947)
- Research (2,090)
- Events (7)
- Multimedia (65)
- Faculty Publications (1,482)
- 23 Jan 2020
- News
It has never been easier to launch a new brand
- 19 Mar 2014
- News
A Brand Manager’s Guide to Losing Control
- 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, and was... View Details
- 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
Applegate, Lynda M., Gabriele Piccoli, and Chekitan Dev. "Hilton Hotels: Brand Differentiation through Customer Relationship Management." Harvard Business School Case 809-029, July 2008.
- 15 Dec 2010
- News
How to Build a Brand Like Corona
- Forthcoming
- Article
Reputation Burning: Analyzing the Impact of Brand Sponsorship on Social Influencers
By: Mengjie Cheng and Shunyuan Zhang
The growth of the influencer marketing industry warrants an empirical examination of the effect of posting sponsored videos on influencers' reputations. We collected a novel dataset of user-generated YouTube videos created by prominent English-speaking influencers in... View Details
Keywords: Reputation; Mathematical Methods; Marketing Reference Programs; Social Media; Brands and Branding
Cheng, Mengjie, and Shunyuan Zhang. "Reputation Burning: Analyzing the Impact of Brand Sponsorship on Social Influencers." Management Science (forthcoming). (Pre-published online October 18, 2024.)
- Article
Attention Prediction on Social Media Brand Pages
By: Himabindu Lakkaraju and Jitendra Ajmera
Lakkaraju, Himabindu, and Jitendra Ajmera. "Attention Prediction on Social Media Brand Pages." Proceedings of the ACM Conference on Information and Knowledge Management 20th (2011).
- September 1984
- Case
Henkel Corp.: International Sealants Brand SISTA (B)
By: Robert J. Dolan
Describes the outcome of implementation of the standardized plan described in Henkel (A). View Details
Keywords: Marketing Strategy; Globalization; Expansion; Profit; Conflict Management; Outcome or Result; Consumer Products Industry; Construction Industry; Europe; West Germany
Dolan, Robert J. "Henkel Corp.: International Sealants Brand SISTA (B)." Harvard Business School Case 585-100, September 1984.
- January–February 1996
- Article
Brands Versus Private Labels: Fighting to Win
By: John A. Quelch and David Harding
Quelch, John A., and David Harding. "Brands Versus Private Labels: Fighting to Win." Harvard Business Review 74, no. 1 (January–February 1996): 99–109.
- 07 Mar 2014
- News
A Brand Of Her Own: Estee Lauder
- October 2024
- Background Note
AI and Brand Management: Promises and Perils
By: Julian De Freitas and Elie Ofek
- 02 Jun 2015
- News
'Call Me Caitlyn' And The Jenner Brand
- 10 Apr 2024
- News
Should Your Brand Hire a Virtual Influencer?
- 26 Feb 2012
- News
Can brand Mallya make Kingfisher Airlines fly?
Provenance Paradox and Country of Origin Branding
Since a product's country of origin of the product establishes its authenticity, companies from emerging markets are unable to price products comparably to similar firms from developed markets. This problem of establishing authenticity, called the "provenance paradox,"... View Details
- September 2019 (Revised June 2021)
- Case
Dove and Real Beauty: Building a Brand with Purpose
By: Mark R. Kramer, Myriam Sidibe and Gunjan Veda
Unilever subsidiary Dove soap became a "brand with a purpose" and created shared value when the company decided to launch a Campaign for Real Beauty to combat the artificial media-driven stereotype of female beauty that causes appearance anxiety in women and girls... View Details
Keywords: Stereotype; Body Image; Female; Self-Esteem; Brands and Branding; Mission and Purpose; Advertising Campaigns; Gender; Resource Allocation
Kramer, Mark R., Myriam Sidibe, and Gunjan Veda. "Dove and Real Beauty: Building a Brand with Purpose." Harvard Business School Case 720-361, September 2019. (Revised June 2021.)
- 2014
- Working Paper
The Nobel Prize: A 'Heritage-based' Brand-oriented Network
By: Mats Urde and Stephen A. Greyser
Purpose — Understanding the Nobel Prize as a 'true' heritage brand in a networked situation and its management challenges, especially regarding identity and reputation.
Methodology — The Nobel Prize serves as an in-depth case study and is analysed within... View Details
Methodology — The Nobel Prize serves as an in-depth case study and is analysed within... View Details
Keywords: Nobel Prize; Heritage Brand; Brand Network; Networked Brand; Brand Within A Network; Brand Orientation; Brand Stewardship; Corporate Brand Identity; Reputation; Networks; Organizations; Philanthropy and Charitable Giving; Brands and Branding
Urde, Mats, and Stephen A. Greyser. "The Nobel Prize: A 'Heritage-based' Brand-oriented Network." Harvard Business School Working Paper, No. 15-010, August 2014.
- 18 May 2015
- News
Advertisers Get Serious About Playing With Their Brands
- 16 Jan 2009
- News
Obama inauguration rivals Super Bowl for some brands
- 24 May 2018
- News