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Show Results For
- All HBS Web
(3,580)
- People (15)
- News (917)
- Research (2,079)
- Events (7)
- Multimedia (62)
- Faculty Publications (1,470)
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
- 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.
- 02 Jun 2015
- News
'Call Me Caitlyn' And The Jenner Brand
- 07 Mar 2014
- News
A Brand Of Her Own: Estee Lauder
- 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
- 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.
- 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
- 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
- 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.)
- 07 Mar 2019
- News
Smart Marketing Brings Rapid Growth to Latino Brands
accomplish that was to create their own distribution network. Therefore, we are able to control how the brand should look like, how the brand should be able to be established in the marketplace, and how that... View Details
- 16 Apr 2001
- Research & Ideas
Brand Power from Wedgwood to Dell: Part One
A conversation with Nancy Koehn, author of Brand New: How Entrepreneurs Earned Consumers' Trust From Wedgwood to Dell, HBS Press, 2001. "I am just fascinated by the power, the quirks, the determination, and the durability of... View Details
Keywords: by Martha Lagace
- Article
The Corporate Brand Identity and Reputation Matrix—The Case of the Nobel Prize
By: Mats Urde and Stephen A. Greyser
The purpose of this article is to explore corporate brand identity and reputation, with the aim of integrating them into a single managerial framework. The Nobel Prize serves as an in-depth field-based case study and is analysed using the Corporate Brand Identity and... View Details
Urde, Mats, and Stephen A. Greyser. "The Corporate Brand Identity and Reputation Matrix—The Case of the Nobel Prize." Journal of Brand Management 23, no. 1 (January 2016): 89–117.