Branding - Publications - Faculty & Research

12 PM – 1:30 PM EDT, 02 May 2025
Webinars: Career

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

Whether you're looking for career direction, in career transition, or seeking a promotion, a strong personal brand can build your confidence, your focus, and accelerate your career trajectory. In this workshop led by executive communication coach Andrea Wojnicki (HBS... View Details

13 Jun 2016
News

Brands count cost of celebrity ties after Johnny Depp and Maria Sharapova

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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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

16 Apr 2001
Research & Ideas

Brand Power from Wedgwood to Dell: Part One

A conversation with Nancy Koehn, author of Brand New: How Entrepreneurs Earned Consumers' Trust From Wedgwood to Dell, HBS Press, 2001. "I am just fascinated by the power, the quirks, the determination, and the durability of... View Details

Keywords: by Martha Lagace

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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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

12 Feb 2025
News

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

10 Jun 2021
News

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

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

29 Mar 2012
News

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

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

2015
White Paper

Luxury Branding Research: New Perspectives and Future Priorities

By: Anat Keinan, Sandrine Crener and Silvia Bellezza

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June 2015
Teaching Note

Warby Parker: Vision of a 'Good' Fashion Brand

By: Christopher Marquis

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May 2013
Teaching Note

Altius Golf and the Fighter Brand (Brief Case)

By: Robert J. Dolan and Sunru Yong

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September 2000 (Revised November 2002)
Supplement

Building Brand Community on the Harley-Davidson Posse Ride

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13 Nov 2023
Podcast

Jill Avery on Building a Winning Brand Portfolio

What can you learn about brand portfolio strategy from Marriott's $13.3 billion acquisition of Starwood Hotels & Resorts? Harvard Business School Senior Lecturer Jill Avery joins host Chris Linnane in The Parlor Room to answer that question and discuss how Marriott... View Details