Brands - Publications - Faculty & Research

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

26 Sep 2024
News

Charting 'Cheapflation': How Budget Brands Got So Pricey

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

‘Uncle Drew’: Branding Vehicle or Feature Film? Yes

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

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

Citation

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September 2013
Article

Testimonials Do Not Convert Patients from Brand to Generic Medication

By: John Beshears, James J. Choi, David Laibson, Brigitte C. Madrian and Gwendolyn Reynolds

Objectives: To assess whether the addition of a peer testimonial to an informational mailing increases conversion rates from brand name prescription medications to lower-cost therapeutic equivalents, and whether the testimonial's efficacy increases when... View Details

Keywords: Testimonial; Peer Information; Social Proximity; Communication; Generic Medication; Familiarity; Marketing Communications; Decision Choices and Conditions; Identity; Health Care and Treatment; Marketing Reference Programs; Power and Influence; Brands and Branding; Health Industry

Citation

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Article

Building and Valuing Brands in the Nonprofit Sector

By: Nathalie Laidler-Kylander, John A. Quelch and Bernard L. Simonin

Citation

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June 2000
Supplement

Security Capital Pacific Trust: A Case for Branding

Citation

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03 Jul 2024
Podcast

Adaptable and inclusive: Kraft Heinz’s brand of workforce

Melissa Werneck, EVP and global chief people officer for the multinational food and beverage firm, on reskilling for web marketing and personalization, AI, hybrid work, and collaboration across time zones and cultures. Also, why diversity is good business for consumer... View Details

25 Oct 2015
News

Legacy Brands And Millenials: The Art Of Courtship

04 Oct 2009
News

It's Brand New, but Make It Sound Familiar

18 May 2010
News

Brands and the Dark Side of Social Media

08 Aug 2019
News

Shohoz Celebrates 5th Anniversary With New Brand Positioning

13 May 2022
News

Approach Your Personal Brand Like a Project Manager

May 2018 (Revised September 2018)
Case

BuzzFeed—What Future for Native Advertising and Branded Content?

By: Felix Oberholzer-Gee

Jonah Peretti, CEO of digital publishing company BuzzFeed, needs to decide how to respond to Facebook’s announcement that it would prioritize posts from friends over content from publishers. View Details

Keywords: Information Publishing; Internet and the Web; Digital Marketing; Problems and Challenges; Business Model; Strategy; Publishing Industry; Technology Industry; United States

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