brand - Publications - Faculty & Research

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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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

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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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May 2008
Supplement

Dove: Evolution of a Brand - Advertising Supplement

By: John A. Deighton

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

Citation

Web

Online Creating Brand Value Course | HBS Online

This course is part of the Marketing track. Introduction to Creating Brand Value ENROLL NOW No application needed for our certificate programs. Start your journey today! Creating Brand Value $1,850 Next... View Details

07 Jan 2025
Blog Post

Revolutionizing Wellness: Kate Twist (MBA 2008) Shapes the Future of Consumer Health Brands

If there were a theme to Kate Twist’s (MBA 2008) career, it would be building brands known for the emotional connection they foster with their consumers. Twist is experienced in directing powerful consumer brands. She cofounded the... View Details

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

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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July 2008
Teaching Note

Hilton Hotels: Brand Differentiation through Customer Relationship Management (TN)

By: Lynda M. Applegate, Gabriele Piccoli and Chekitan Dev

Teaching Note for [809029]. View Details

Keywords: History; Strategy; Customer Relationship Management; Information Technology; System; Privatization; Brands and Branding; Accommodations Industry

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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

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