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Show Results For
- All HBS Web
(3,832)
- People (15)
- News (951)
- Research (2,099)
- Events (8)
- Multimedia (71)
- Faculty Publications (1,495)
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- 1994
- Chapter
Using the Zaltman Metaphor Elicitation Technique to Understand Brand Images
By: R. Higie and G. Zaltman
Higie, R., and G. Zaltman. "Using the Zaltman Metaphor Elicitation Technique to Understand Brand Images." In Advances in Consumer Research, Volume 21, edited by C. Allen and D. R. John. Provo, UT: Association for Consumer Research, 1994.
- May 2021 (Revised August 2021)
- Case
Melissa Wood Health: How to Win in the Creator Economy
By: Eva Ascarza
In October 2020, Melissa Wood-Tepperberg, founder of the digital subscription wellness platform Melissa Wood Health (MWH) and creator of ‘The MWH Method,’ was evaluating the strategic directions of her company. What had started as a way to share workouts and wellness... View Details
Ascarza, Eva. "Melissa Wood Health: How to Win in the Creator Economy." Harvard Business School Case 521-086, May 2021. (Revised August 2021.)
- March 1990
- Article
The Effects of Brand Loyalty on Competitive Price Promotional Strategies
By: R. Lal, J. S. Raju and V. Srinivasan
Lal, R., J. S. Raju, and V. Srinivasan. "The Effects of Brand Loyalty on Competitive Price Promotional Strategies." Management Science 36, no. 3 (March 1990). (Nominated for John D. C. Little Award Given annually to the best marketing paper published in Marketing Science or Management Science presented by INFORMS Society for Marketing Science.)
- January 2015 (Revised November 2016)
- Case
La Martina: Leveraging Polo's Luxury Lifestyle
By: Anat Keinan, Maria Fernanda Miguel and Sandrine Crener
Founded in 1984 in Buenos Aires, Argentina, La Martina has grown from a high-end polo equipment company into a global fashion brand with operations in 56 countries. Polo, which is not only a sport but also a way of life, is at the core of the brand DNA. Polo is a... View Details
Keywords: Luxury Brand; Digital Marketing; Premium Brands; Fashion; Leather Goods; Retail; Globalization; Brand Positioning; Brand Extension; Lifestyle Brand; Growth Strategy; Polo; Entrepreneurship; Family Business; Brand Partnerships; Business Model; Product Positioning; Diversification; Luxury; Sports; Brands and Branding; Consumer Products Industry; Fashion Industry; Sports Industry; Buenos Aires
Keinan, Anat, Maria Fernanda Miguel, and Sandrine Crener. "La Martina: Leveraging Polo's Luxury Lifestyle." Harvard Business School Case 515-085, January 2015. (Revised November 2016.)
- 12 Sep 2016
- Research & Ideas
What Brands Can Do to Monitor Factory Conditions of Suppliers
environmental standards in the United States and overseas. “I don’t think Nike or Levi’s relishes this role, but in the context of weak government regulatory regimes, it’s these companies’ brand reputations... View Details
Keywords: by Michael Blanding
- March 2022
- Teaching Note
Supreme: Remaining Cool While Pursuing Growth
By: Jill Avery and Sandrine Crener
Teaching Note for HBS Case No. 522-006. Following VF Corporation’s acquisition of cult streetwear brand Supreme, consumers and industry pundits were nervous that becoming part of a large, public corporation would put an end to Supreme’s slow and careful growth... View Details
- December 2013
- Course Overview Note
Digital Marketing Strategy
By: Thales Teixeira
Digital Marketing Strategy is the process by which firms employ, either partially or exclusively, digital tools, techniques, and tactics to create value for customers. View Details
Teixeira, Thales. "Digital Marketing Strategy." Harvard Business School Course Overview Note 514-087, December 2013.
- August 2013 (Revised July 2014)
- Case
Coffee Wars in India: Café Coffee Day Takes On the Global Brands
By: David B. Yoffie and Tanya Bijlani
Café Coffee Day (CCD) is contemplating how to respond to the entry of Starbucks into the Indian coffee chain market. The case study describes the emergence of CCD as the leading coffee chain in India, with over 1,400 cafes in India. In early 2013, Starbucks, the... View Details
Yoffie, David B., and Tanya Bijlani. "Coffee Wars in India: Café Coffee Day Takes On the Global Brands." Harvard Business School Case 714-409, August 2013. (Revised July 2014.)
- June 2009
- Supplement
Manchester Products: A Brand Transition Challenge, Spreadsheet Supplement (Brief Case)
By: John A. Quelch and Heather Beckham
- 2009
- Blog
Harvard Business Online—Marketing Know:How: How Michael Jackson Became a Brand Icon
By: John A. Quelch
Quelch, John A. "How Michael Jackson Became a Brand Icon." Harvard Business Online—Marketing Know:How (blog). June 26, 2009. https://hbr.org/2009/06/how-michael-jackson-became-a-b.
- 2007
- Blog
Harvard Business Online—Marketing Know:How: How To Build a B2B Brand
By: John A. Quelch
Quelch, John A. "How To Build a B2B Brand." Harvard Business Online—Marketing Know:How (blog). Harvard Business Online—Marketing Know:How. November 20, 2007. https://hbr.org/2007/11/how-to-build-a-b2b-brand-1.
- June 2009
- Supplement
Manchester Products: A Brand Transition Challenge, Faculty Spreadsheet (Brief Case)
By: John A. Quelch and Heather Beckham
- February 2022
- Case
Toraya
By: Lauren Cohen and Akiko Kanno
Mitsuharu Kurokawa was the 18th generation leader of a family firm that produced and sold premium Japanese sweets, Toraya Confectionery Co., Ltd. He had succeeded the business from his father, Mitsuhiro Kurokawa who had led the firm for thirty years. Mitsuharu was... View Details
- 2008
- Blog
Harvard Business Online—Marketing Know:How: How Starbucks' Growth Destroyed Brand Value
By: John A. Quelch
Quelch, John A. "How Starbucks' Growth Destroyed Brand Value." Harvard Business Online—Marketing Know:How (blog). July 2, 2008. https://hbr.org/2008/07/how-starbucks-growth-destroyed.
- 1999
- Working Paper
Josiah Wedgwood, 1730-1795: Brand Creation in the First Consumer Society
By: Nancy F. Koehn
- 1999
- Working Paper
Marshall Field, 1834-1906: The Retail Brand as a Customer Experience
By: Nancy F. Koehn
- December 2019 (Revised June 2025)
- Case
Mãe Terra and Unilever (A)
By: Lynn S. Paine, Ruth Costas and Priscilla Zogbi
The case concerns the sale of Mãe Terra, one of Brazil's leading brands for packaged organic foods, to the consumer goods giant Unilever in 2017. Working with Unilever management, Mãe Terra’s CEO Alexandre Borges must determine whether and how to keep Mãe Terra's B... View Details
Keywords: Mergers ＆ Acquisitions; Brand Management; Sustainability; Mergers and Acquisitions; Mission and Purpose; Social Enterprise; Corporate Governance; Governing and Advisory Boards; Environmental Sustainability; Organizational Culture; Food and Beverage Industry; Food and Beverage Industry; Brazil; Latin America
Paine, Lynn S., Ruth Costas, and Priscilla Zogbi. "Mãe Terra and Unilever (A)." Harvard Business School Case 320-075, December 2019. (Revised June 2025.)
- Article
The Upside to Large Competitors
By: Neeru Paharia, Anat Keinan and Jill Avery
Large companies are often viewed as a major threat for startups and small companies; big companies have more financial resources and greater scale, market power, and brand awareness than small ones. However, our research finds that a smaller brand can actually benefit... View Details
Keywords: Brand Management; Competition; Marketing; Brands and Branding; Marketing Strategy; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; United States
Paharia, Neeru, Anat Keinan, and Jill Avery. "The Upside to Large Competitors." MIT Sloan Management Review 56, no. 1 (Fall 2014).
- 2001
- Book
Brand New: How Entrepreneurs Earned Consumers' Trust From Wedgwood to Dell
By: Nancy F. Koehn
Keywords: Customer Focus and Relationships
Koehn, Nancy F. Brand New: How Entrepreneurs Earned Consumers' Trust From Wedgwood to Dell. Boston: Harvard Business School Press, 2001.
- 14 Mar 2019
- Cold Call Podcast