brands - Publications - Faculty & Research

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

June 2025
Teaching Note

AI and Brand Management: Promises and Perils

By: Julian De Freitas and Elie Ofek

Teaching Note for HBS Background Note No. 525-021. View Details

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August 2013 (Revised November 2013)
Case

Gordon Brothers: Collateralizing Corporate Loans by Brands

By: Paul Healy and Maria Loumioti

The case explores the collateralization of intellectual property in a loan agreement between a highly leveraged apparel company and a large US bank. Leveraging intangibles in the credit market is a new practice that has significantly grown over the past few years.... View Details

Keywords: Intangible Assets; Accounting; Valuation; Finance; Restructuring; United States

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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

Keywords: by Dina Gerdeman; Advertising

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

Read Now

26 Sep 2024
News

Charting 'Cheapflation': How Budget Brands Got So Pricey

29 Mar 2012
News

Trayvon Martin & Skittles: When brands lose control of their image

13 May 2022
News

Approach Your Personal Brand Like a Project Manager

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 three entrepreneurs in the past—shared a willingness to... View Details

Keywords: by Martha Lagace

05 May 2025
Video

Establishing Your Professional Identity: How to Develop Your Unique Personal Brand

February 2025
Teaching Note

The Pokémon Company: Evolving into an Everlasting Brand

By: Tomomichi Amano

Citation

Article

Building and Valuing Brands in the Nonprofit Sector

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

Citation

Find at Harvard

June 2000
Supplement

Security Capital Pacific Trust: A Case for Branding

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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