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Show Results For
- All HBS Web
(3,840)
- People (15)
- News (952)
- Research (2,106)
- Events (8)
- Multimedia (70)
- Faculty Publications (1,504)
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- Article
The Country Effect: Leveraging the Origin of a Brand for the Global Markets
By: Rohit Deshpandé
Deshpandé, Rohit. "The Country Effect: Leveraging the Origin of a Brand for the Global Markets." Harvard Business Review América Latina 85, no. 8 (August 2007): 2–6.
- 14 Mar 2019
- Cold Call Podcast
How Helena Rubinstein Used Tall Tales to Turn Cosmetics into a Luxury Brand
- November 2014
- Article
Beyond Bedlam: How Consumers and Brands Alike Are Playing the Web
By: John A. Deighton and Leora Kornfeld
The new marketing order, as played out on media platforms like YouTube, Twitter and Instagram, is so unlike the order it is displacing that it might seem like bedlam, an asylum of sorts for ideas intelligible only to their creators. And yet, surely, something... View Details
Deighton, John A., and Leora Kornfeld. "Beyond Bedlam: How Consumers and Brands Alike Are Playing the Web." GfK Marketing Intelligence Review 6, no. 2 (November 2014): 28–33.
- May–June 2013
- Article
Can Global Brands Create Just Supply Chains? Response: Promoting Political Mobilization
By: Jodi L. Short and Michael W. Toffel
Codes of conduct indicate that working conditions are improving overall at the factories being monitored by multinational corporations, and that these codes of conduct also create possibilities for political mobilization that can improve labor conditions more broadly. View Details
Keywords: Regulation; Auditing; Labor Relations; Occupational Safety; Environmental Operations; Environmental Regulation; Employees; Labor; Labor and Management Relations; Governing Rules, Regulations, and Reforms; Manufacturing Industry; China; Bangladesh; India; Honduras; Nicaragua; Pakistan; Guatemala; Malaysia; Viet Nam
Short, Jodi L., and Michael W. Toffel. "Can Global Brands Create Just Supply Chains? Response: Promoting Political Mobilization." Boston Review 38, no. 3 (May–June 2013).
- 09 Jul 2018
- Research & Ideas
Overcoming the Challenges of Selling Brand New Technology (Hey, Need a 3-D Printer?)
SeventyFour Few phrases in business are more seductive than the one attributed to Ralph Waldo Emerson in the 19th century: “Build a better mousetrap and the world will beat a path to your door.” Unless, of course, what you are selling is something totally new, like 3-D... View Details
- March 2024 (Revised November 2024)
- Case
KFC: A U.S.-Based Franchised Brand Responds to the Russian Invasion of Ukraine
By: Michael S. Kaufman and Abi Chen
Kaufman, Michael S., and Abi Chen. "KFC: A U.S.-Based Franchised Brand Responds to the Russian Invasion of Ukraine." Harvard Business School Case 324-106, March 2024. (Revised November 2024.)
- May–June 2023
- Article
A New Approach to Building Your Personal Brand: How to Communicate Your Value
By: Jill Avery and Rachel Greenwald
For better or worse, in today’s world everyone is a brand. Whether you’re applying for a job, asking for a promotion, or writing a dating profile, your success will depend on getting others to recognize your value. So you need to get comfortable marketing... View Details
Keywords: Personal Brand; Influencer Marketing; Leadership Development; Marketing; Brands and Branding; Identity; Reputation; Competency and Skills
Avery, Jill, and Rachel Greenwald. "A New Approach to Building Your Personal Brand: How to Communicate Your Value." Harvard Business Review 101, no. 3 (May–June 2023): 147–151.
- January 1994
- Article
Out of Sight, Out of Mind: Pantry Stockpiling and Brand Usage Frequency
By: B. Wansink and R. Deshpande
Keywords: Brands and Branding
Wansink, B., and R. Deshpande. "Out of Sight, Out of Mind: Pantry Stockpiling and Brand Usage Frequency." Marketing Letters 5 (January 1994): 91–100.
- 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.
- October 2016 (Revised April 2018)
- Case
ASICS: Chasing a 2020 Vision
By: Elie Ofek, Nobuo Sato and Akiko Kanno
In early 2016, Motoi Oyama, president and CEO of ASICS, a major sports apparel and footwear manufacturer based in Japan, lays out his company’s growth plan for the upcoming 5 years. The new plan set ambitious goals in terms of revenue and profit increases. At the heart... View Details
Keywords: Brand Management; Sports Apparel; Competitive Positioning; Direct To Consumer Marketing; Retail Formats; Lifestyle Brands; Information Technology; Competition; Brands and Branding; Organizational Change and Adaptation; Digital Platforms; Product Positioning; Marketing Channels; Sports; Retail Industry; Apparel and Accessories Industry; Sports Industry; Entertainment and Recreation Industry
Ofek, Elie, Nobuo Sato, and Akiko Kanno. "ASICS: Chasing a 2020 Vision." Harvard Business School Case 517-060, October 2016. (Revised April 2018.)
- February 5, 2009
- Comment
In Praise of Marketing
By: John A. Quelch
Many dismiss marketing as manipulative, deceptive, and intrusive. Marketing, they argue, focuses too much of our attention on material consumption. More recently, Benjamin Barber, in his 2007 book Consumed, claims that marketing is "sucking up the air from every other... View Details
Keywords: Marketing; Consumer Loyalty; Local Vs. Global Branding; Multi-national Brands; Misleading and Fraudulent Advertising; Customer Value and Value Chain; Customer Satisfaction; Globalized Economies and Regions; Cross-Cultural and Cross-Border Issues; Multinational Firms and Management; Globalized Markets and Industries; Brands and Branding; Marketing Communications; Marketing Strategy; Product Positioning
Quelch, John A. "In Praise of Marketing." Harvard Business School Working Knowledge (February 5, 2009).
- 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: Brand Management; Sustainability; Mergers and Acquisitions; Mission and Purpose; Social Enterprise; Corporate Governance; Governing and Advisory Boards; Environmental Sustainability; Organizational Culture; Brands and Branding; Food and Beverage Industry; Agriculture and Agribusiness 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.)
- May 4, 2003
- Article
As the Global Brands Retrench, a New Force Is Gathering in the East
By: John Quelch
- December 2014
- Article
Second Thoughts About a Strategy Shift
By: Elie Ofek and Jill Avery
A retail guru attempts to reposition an established brand and introduce an entirely new pricing scheme. Early financial results from the strategic shift are not favorable. Based on the experience of U.S. retailer J.C. Penney, the piece raises fundamental questions... View Details
Keywords: Brand Management; Pricing Strategy; Retailing; Leadership; Price; Product Marketing; Brands and Branding; Retail Industry
Ofek, Elie, and Jill Avery. "Second Thoughts About a Strategy Shift." Harvard Business Review 92, no. 12 (December 2014): 125–127.
- December 2019
- Supplement
Mãe Terra and Unilever (B)
By: Lynn S. Paine, Ruth Costas and Mariana Cal
Unilever is making strides to integrate the operations of Mãe Terra—one of Brazil's leading brands for packaged organic foods—into its own structures, after acquiring the company in 2017. Mãe Terra’s CEO, Alexandre Borges, must decide whether to implement his original... View Details
Keywords: 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; Agriculture and Agribusiness Industry; Brazil; Latin America
Paine, Lynn S., Ruth Costas, and Mariana Cal. "Mãe Terra and Unilever (B)." Harvard Business School Supplement 320-069, December 2019.
- November 2019 (Revised February 2020)
- Case
Hormel Foods
By: David E. Bell and Natalie Kindred
In 2019, CEO Jim Snee is weighing how to shape the image of Hormel Foods, one of the largest U.S. meat and food companies, at a time when the industry faces unprecedented scrutiny. Based in the small town of Austin, Minnesota, the nearly 130-year-old firm is best known... View Details
Keywords: Brand Portfolio Strategy; Brands and Branding; Product; Strategy; Marketing Strategy; Risk Management; Agriculture and Agribusiness Industry; Food and Beverage Industry; Consumer Products Industry; United States; China
Bell, David E., and Natalie Kindred. "Hormel Foods." Harvard Business School Case 520-045, November 2019. (Revised February 2020.)
- 2016
- White Paper
The High Risk of High-Fit Extensions: Why Exclusive Brands Need to Explore Beyond the Core
By: Silvia Bellezza and Anat Keinan
- July–August 2014
- Article
Unlock the Mysteries of Your Customer Relationships
By: Jill Avery, Susan Fournier and John Wittenbraker
Consumers have always had relationships with brands, but sophisticated tools for analyzing customer data are finally allowing marketing organizations to personalize and manage those relationships. With this new power comes a new challenge: people now expect companies... View Details
Keywords: Brand Management; CRM; Brands and Branding; Marketing; Marketing Strategy; Customer Focus and Relationships; Customer Relationship Management; Consumer Products Industry; Retail Industry; United States
Avery, Jill, Susan Fournier, and John Wittenbraker. "Unlock the Mysteries of Your Customer Relationships." Harvard Business Review 92, nos. 7/8 (July–August 2014): 72–81.
- 2015
- Chapter
Framing the Game: How Brands' Relationships with Their Competitors Affect Consumer Preference
By: Neeru Paharia, Jill Avery and Anat Keinan
In this chapter, we explore how brands' relationships with their competitors affect consumers' preferences. Through a series of experiments, we show that the competitive context in which a brand operates can affect consumers' purchase interest and purchase frequency.... View Details
Keywords: Brand Management; CRM; Customer Relationship Management; Marketing Strategy; Marketing; Brands and Branding; Customer Focus and Relationships; Competition; Consumer Products Industry
Paharia, Neeru, Jill Avery, and Anat Keinan. "Framing the Game: How Brands' Relationships with Their Competitors Affect Consumer Preference." Chap. 2 in Strong Brands, Strong Relationships, edited by Susan Fournier, Michael Breazeale, and Jill Avery. Abingdon, UK: Routledge, 2015.
- Article
Aligning Identity and Strategy: Corporate Branding at British Airways in the Late 20th Century
By: John M.T. Balmer, Helen Stuart and Stephen A. Greyser
Balmer, John M.T., Helen Stuart, and Stephen A. Greyser. "Aligning Identity and Strategy: Corporate Branding at British Airways in the Late 20th Century." California Management Review 51, no. 3 (Spring 2009): 6–23.