Brands And Branding - Publications - Faculty & Research

01 Dec 2014
News

Faculty Q&A: The New Brand Manager: You

something precious in the meaning of that brand that they’re willing to fight for. Imagine if I changed my brand logo and no one noticed. That might mean that no one cared... View Details

Keywords: April White

September 2018 (Revised March 2019)
Teaching Note

Philanthropy and Brand Building: Jeff Vinik and the Tampa Bay Lightning

By: Stephen A. Greyser and Michael Mondello

Teaching Note for HBS No. 919-403, “Philanthropy and Brand-Building: Jeff Vinik and the Tampa Bay Lightning.” Includes objectives, study questions, analysis and discussion points, and teaching plan—covering both traditional brand-building and the role of distinctive... View Details

Keywords: Brands and Branding; Philanthropy and Charitable Giving; Business and Community Relations; Sports Industry; Tampa

Citation

Purchase

August 2000
Article

Building Store Loyalty Through Store Brands

By: Marcel Corstjens and R. Lal

Keywords: Brands and Branding; Customer Relationship Management

Citation

Find at Harvard

December 7, 1999
Article

Henry Heinz and Brand Creation in the Late Nineteenth Century

By: Nancy F. Koehn

Keywords: Brands and Branding; Food and Beverage Industry

Citation

Find at Harvard

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

February 1994
Article

The Effects of Advertising on Brand Switching and Repeat Purchasing

By: J. A. Deighton, C.M. Henderson and S. Neslin

Keywords: Brands and Branding; Advertising

Citation

Find at Harvard

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?

23 Jan 2020
News

It has never been easier to launch a new brand

23 Dec 2009
News

Managing Starwood's Brand & Expansion Strategy

Keywords: Hospitality; Real Estate

How Do Drug Copayment Coupons Affect Branded Drug Prices and Quantities Purchased?

Drug copayment coupons to reduce patient cost-sharing have become nearly ubiquitous for high-priced brand-name prescription drugs. Medicare bans such coupons on the grounds that they are kickbacks that induce utilization, but they are commonly used by... View Details

30 Jan 2006
HBS Case

The Case of the Mystery Writer’s Brand

take-charge author, the publishing industry, and the business of book clubs to analyze the success of various modes of marketing. Patterson, a former chairman of J. Walter Thompson, published his first mystery novel in 1976 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

25 Feb 2020
News

Pricing Policies That Protect Your Brand

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