Branding - Publications - Faculty & Research

08 Aug 2019
News

Shohoz Celebrates 5th Anniversary With New Brand Positioning

May 2008
Supplement

Dove: Evolution of a Brand - Advertising Supplement

By: John A. Deighton

Keywords: Advertising; Brands and Branding; Beauty and Cosmetics Industry

Citation

16 Jul 2016
News

As our gender spectrum blurs, brands fight to keep the lines drawn

Web

Online Creating Brand Value Course | HBS Online

This course is part of the Marketing track. Introduction to Creating Brand Value LIMITED TIME ONLY Extra learning at no extra cost. Enroll now and unlock a GenAI Bonus Bundle featuring complimentary lessons on AI fundamentals. Download... 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

Keywords: Consumer Products / Retail

July–August 2025
Article

Don’t Let an AI Failure Harm Your Brand

By: Julian De Freitas

How companies market their AI systems affects the repercussions they face when their products fail. Marketers must promote their AI products with potential failure in mind. To do that, they must first understand consumers’ unique attitudes toward AI. Marketers who... View Details

Keywords: AI and Machine Learning; Brands and Branding; Product Marketing; Consumer Behavior; Attitudes

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June 2020
Teaching Note

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

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September 2013
Article

Testimonials Do Not Convert Patients from Brand to Generic Medication

By: John Beshears, James J. Choi, David Laibson, Brigitte C. Madrian and Gwendolyn Reynolds

Objectives: To assess whether the addition of a peer testimonial to an informational mailing increases conversion rates from brand name prescription medications to lower-cost therapeutic equivalents, and whether the testimonial's efficacy increases when... View Details

Keywords: Testimonial; Peer Information; Social Proximity; Communication; Generic Medication; Familiarity; Marketing Communications; Decision Choices and Conditions; Identity; Health Care and Treatment; Marketing Reference Programs; Power and Influence; Brands and Branding; Health Industry

Citation

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12 Feb 2025
News

Fawn Weaver’s Use of Storytelling to Build Her Brand in the Spirits Industry

24 Apr 2014
News

Expanding the brand of the country’s largest magazine publisher

Ann S. Moore (MBA 1978), the first female chair and CEO of Time Inc., oversaw nearly 150 magazines and their brand extensions. During her tenure, she launched more magazines than Time founder Henry R. Luce and, as publisher of People,... View Details

10 Jun 2021
News

How To Leverage Your Employees’ Personal Brands To Grow Your Business Equity

11 Mar 2019
Research & Ideas

Branding Sells Cereal, Handbags, and Vacations. Can It Sell a Country?

Administration. “Part of that is affecting what people in other countries perceive your country to be.” What does it take to create Denmark’s reputation for modern design or Bali’s Eat Pray Love-style picture of tropical centeredness? Ofek examined the underlying... View Details

Keywords: by Danielle Kost; Tourism

May 2018 (Revised September 2018)
Case

BuzzFeed—What Future for Native Advertising and Branded Content?

By: Felix Oberholzer-Gee

Jonah Peretti, CEO of digital publishing company BuzzFeed, needs to decide how to respond to Facebook’s announcement that it would prioritize posts from friends over content from publishers. View Details

Keywords: Information Publishing; Internet and the Web; Digital Marketing; Problems and Challenges; Business Model; Strategy; Publishing Industry; Technology Industry; United States

Citation

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