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Show Results For
- All HBS Web
(3,612)
- People (15)
- News (949)
- Research (2,110)
- Events (8)
- Multimedia (71)
- Faculty Publications (1,494)
- 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.)
- 18 May 2015
- Research & Ideas
Advertisers Get Serious About Playing With Their Brands
hard selling—and a great way to do that is to spend a little brand equity on playfulness to spark conversations. The Rules Of Play Marketing—in the form of the mish-mosh of online posting, uploading, commenting, and sharing on YouTube,... View Details
- 11 Dec 2023
- Blog Post
Building Iconic Brands and Brighter Futures: Interview with Glossier CEO, Kyle Leahy
Kyle Leahy (MBA 2011) stepped into the CEO role of Glossier in May 2022 ready to take the brand to new heights. Since its founding in 2014, Glossier had disrupted the beauty industry, created a powerful community-driven brand, and was... View Details
- 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, and how that... View Details
- 29 Mar 2012
- News
Trayvon Martin & Skittles: When brands lose control of their image
- 26 Sep 2024
- News
Charting 'Cheapflation': How Budget Brands Got So Pricey
- 16 Jul 2016
- News
As our gender spectrum blurs, brands fight to keep the lines drawn
- 02 Jun 2015
- News
'Call Me Caitlyn' And The Jenner Brand
- 10 Apr 2024
- News
Should Your Brand Hire a Virtual Influencer?
- 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
- 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.
- February 2025
- Teaching Note
The Pokémon Company: Evolving into an Everlasting Brand
By: Tomomichi Amano
- Article
Building and Valuing Brands in the Nonprofit Sector
By: Nathalie Laidler-Kylander, John A. Quelch and Bernard L. Simonin
Laidler-Kylander, Nathalie, John A. Quelch, and Bernard L. Simonin. "Building and Valuing Brands in the Nonprofit Sector." Nonprofit Management & Leadership 17, no. 3 (Spring 2007): 253–277.
- June 2000
- Supplement
Security Capital Pacific Trust: A Case for Branding
Fournier, Susan M. "Security Capital Pacific Trust: A Case for Branding." Harvard Business School Video Supplement 500-503, June 2000.
- 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