Brands and Branding - Publications - Faculty & Research

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

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19 Feb 2010
News

Can the Tiger Woods brand be repaired?

January 2007 (Revised February 2010)
Case

Afghanistan 2006: Building a Brand New State

By: Noel Maurer, Debora L. Spar and J. Gunnar Trumbull

In 2006, Afghanistan remains a country in turmoil. It has a newly elected democratic government, a rebounding economy, and considerable economic potential. But the country is still torn by rival factions and dominated by the opium trade. Explores how Afghanistan has... View Details

Keywords: Developing Countries and Economies; Economic Growth; Policy; Government and Politics; Political Elections; Organizations; Outcome or Result; Afghanistan

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23 Jan 2020
News

It has never been easier to launch a new brand

23 Apr 2001
Research & Ideas

Brand Power from Wedgwood to Dell: Part Two

Brand New also developed the ability to identify ability in others: organizational and strategic talent, as well as commercial imagination. Lauder, Schultz, and Dell—like the... View Details

Keywords: by Martha Lagace

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

02 Sep 2014
News

New Fashion Brand Honors Grandmother's Stylish Legacy

Keywords: Clothing and Clothing Accessories Stores; Clothing and Clothing Accessories Stores

Article

The Post 9/11 Resilience of American Brands

By: J. Quelch and Douglas B. Holt

Citation

February 2018
Teaching Note

Chase Sapphire: Creating a Millennial Cult Brand

By: Shelle Santana, Jill Avery and Christine Snively

Teaching Note for HBS No. 518-024. View Details

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December 2018
Teaching Note

Kodak: The Rebirth of an Iconic Brand

By: Anat Keinan, Giana M. Eckhart and Michael Beverland

Teaching Note for HBS No. 519-051. View Details

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Video

Dr. Catena Video Clip - Building Brands

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

12 Dec 2017
News

The Nobel Prize and the Making of a Heritage Brand

26 Feb 2012
News

Can brand Mallya make Kingfisher Airlines fly?

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