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Show Results For
- All HBS Web
(3,589)
- People (15)
- News (946)
- Research (2,090)
- Events (7)
- Multimedia (65)
- Faculty Publications (1,482)
- 18 May 2015
- News
Advertisers Get Serious About Playing With Their Brands
- 1999
- Book
Marketing Kakushin no Jidai 3: Brand Kouchiku (The Age of Marketing Innovation 3: Brand Building)
By: Mitsuaki Shimaguchi, Hirotaka Takeuchi, Hotaka Katahira and Junzou Ishii
- September 2018 (Revised March 2019)
- Case
Philanthropy and Brand Building: Jeff Vinik and the Tampa Bay Lightning
By: Stephen A. Greyser and Michael Mondello
Owner Jeff Vinik and top management of the NHL Tampa Bay Lightning are reviewing their strategy and progress in achieving their goals of brand-building and community commitment. Strategic philanthropy is unusual in sport. Tampa Bay is historically a non-traditional... View Details
Keywords: Brands and Branding; Philanthropy and Charitable Giving; Business and Community Relations; Sports Industry; Tampa
Greyser, Stephen A., and Michael Mondello. "Philanthropy and Brand Building: Jeff Vinik and the Tampa Bay Lightning." Harvard Business School Case 919-403, September 2018. (Revised March 2019.)
- November 2019 (Revised June 2020)
- Case
Shiseido Acquires Drunk Elephant
By: Jill Avery
On October 7, 2019, the Shiseido Group announced that it would acquire clean skincare brand Drunk Elephant for $845 million, a valuation of 8.5 times sales. Did Shiseido pay too much or too little for this brand asset? How much was the Drunk Elephant brand worth and... View Details
Keywords: Personal Care; Startup; Brand Equity; Brand Valuation; Brand Value; Brand Storytelling; Brand Management; Brands and Branding; Valuation; Marketing; Marketing Strategy; Mergers and Acquisitions; Entrepreneurship; Business Startups; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; United States; Japan
Avery, Jill. "Shiseido Acquires Drunk Elephant." Harvard Business School Case 520-052, November 2019. (Revised June 2020.)
- 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
- 16 Jan 2009
- News
Obama inauguration rivals Super Bowl for some brands
- 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
- 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
- November/December 2003
- Article
Performance, Convenience, Price: What's Your Brand About?
By: Scott D. Anthony and Clayton M. Christensen
- Article
Long Term Impact of Promotion and Advertising on Consumer Brand Choice
By: Carl Mela, Sunil Gupta and Donald R. Lehmann
Keywords: Product Marketing; Advertising; Brands and Branding; Decision Choices and Conditions; Customers
Mela, Carl, Sunil Gupta, and Donald R. Lehmann. "Long Term Impact of Promotion and Advertising on Consumer Brand Choice." Journal of Marketing Research (JMR) 34, no. 2 (May 1997): 248–261. (Winner of American Marketing Association. Marketing Communications Special Interest Group Best Paper Award presented by American Marketing Association. Winner of Marketing Science Institute Best Paper Award To honor the authors of the MSI working papers that have made the most significant contribution to marketing practice and thought presented by Marketing Science Institute. Winner of Paul E. Green Award For the best article in the Journal of Marketing Research that demonstrates the greatest potential to contribute significantly to the practice of marketing research presented by American Marketing Association Foundation. Winner of William F. O'Dell Award For the Journal of Marketing Research article that has made the most significant, long-term contribution to marketing theory, methodology, and/or practice presented by American Marketing Association.)
- 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.
- December 7, 1999
- Article
Henry Heinz and Brand Creation in the Late Nineteenth Century
By: Nancy F. Koehn
Koehn, Nancy F. "Henry Heinz and Brand Creation in the Late Nineteenth Century." Harvard Business School Working Knowledge (December 7, 1999).
- 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, View Details
- 23 Jan 2020
- News
It has never been easier to launch a new brand
- February 1994
- Article
The Effects of Advertising on Brand Switching and Repeat Purchasing
By: J. A. Deighton, C.M. Henderson and S. Neslin
Deighton, J. A., C.M. Henderson, and S. Neslin. "The Effects of Advertising on Brand Switching and Repeat Purchasing." Journal of Marketing Research (JMR) 31 (February 1994).
- 26 Sep 2024
- News
Charting 'Cheapflation': How Budget Brands Got So Pricey
- 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.)
- 16 Jul 2016
- News
As our gender spectrum blurs, brands fight to keep the lines drawn
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