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Show Results For
- All HBS Web
(3,615)
- People (15)
- News (950)
- Research (2,115)
- Events (8)
- Multimedia (71)
- Faculty Publications (1,495)
- 12 Dec 2017
- News
The Nobel Prize and the Making of a Heritage Brand
- Article
Henry Heinz and Late Nineteenth-Century Brand Creation: Making Markets for Processed Food
By: Nancy F. Koehn
Koehn, Nancy F. "Henry Heinz and Late Nineteenth-Century Brand Creation: Making Markets for Processed Food." Business History Review 73, no. 3 (Fall 1999): 348–392.
- 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, View Details
- 10 Apr 2024
- News
Should Your Brand Hire a Virtual Influencer?
- 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, View Details
Keywords: by Martha Lagace
- July 2008
- Case
Hilton Hotels: Brand Differentiation through Customer Relationship Management
By: Lynda M. Applegate, Gabriele Piccoli and Chekitan Dev
This case analyzes the Hilton Hotels Corporation's CRM strategy at a key juncture in its history, immediately after the firm has been taken private by Blackstone. The case provides students with a comprehensive history of the evolution and IT enablers of Hilton's CRM... View Details
Keywords: Customer Relationship Management; Marketing Strategy; Privatization; Performance Evaluation; Information Technology; Accommodations Industry
Applegate, Lynda M., Gabriele Piccoli, and Chekitan Dev. "Hilton Hotels: Brand Differentiation through Customer Relationship Management." Harvard Business School Case 809-029, July 2008.
- 29 Mar 2012
- News
Trayvon Martin & Skittles: When brands lose control of their image
- 24 May 2018
- News
‘Uncle Drew’: Branding Vehicle or Feature Film? Yes
- 18 May 2015
- News
Advertisers Get Serious About Playing With Their Brands
- 07 Jan 2025
- Blog Post
Revolutionizing Wellness: Kate Twist (MBA 2008) Shapes the Future of Consumer Health Brands
consumer retail clients, including luxury retail brands like Oscar de la Renta, BCBG, and Badgley Mishka. During this time, Twist found that she was a “marketer at heart” and... View Details
- December 2019
- Supplement
Mãe Terra and Unilever (B)
By: Lynn S. Paine, Ruth Costas and Mariana Cal
Unilever is making strides to integrate the operations of Mãe Terra—one of Brazil's leading brands for packaged organic foods—into its own structures, after acquiring the company in 2017. Mãe Terra’s CEO, Alexandre Borges, must decide whether to implement his original... View Details
Keywords: Brand Management; Sustainability; Mergers and Acquisitions; Mission and Purpose; Social Enterprise; Corporate Governance; Governing and Advisory Boards; Environmental Sustainability; Organizational Culture; Food and Beverage Industry; Food and Beverage Industry; Brazil; Latin America
Paine, Lynn S., Ruth Costas, and Mariana Cal. "Mãe Terra and Unilever (B)." Harvard Business School Supplement 320-069, December 2019.
- October 2009
- Teaching Note
Inner Mongolia Yili Group: China's Pioneering Dairy Brand (TN)
Teaching Note for [308052]. View Details
- 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
- 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
Beshears, John, James J. Choi, David Laibson, Brigitte C. Madrian, and Gwendolyn Reynolds. "Testimonials Do Not Convert Patients from Brand to Generic Medication." American Journal of Managed Care 19, no. 9 (September 2013): e314–e316.
- May 2008
- Supplement
Dove: Evolution of a Brand - Advertising Supplement
By: John A. Deighton
Deighton, John A. "Dove: Evolution of a Brand - Advertising Supplement." Harvard Business School Video Supplement 508-704, May 2008.
- July–August 2025
- Article
Don’t Let an AI Failure Harm Your Brand
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
De Freitas, Julian. "Don’t Let an AI Failure Harm Your Brand." Harvard Business Review 103, no. 4 (July–August 2025): 126–133.
- November 2014
- Article
Beyond Bedlam: How Consumers and Brands Alike Are Playing the Web
By: John A. Deighton and Leora Kornfeld
The new marketing order, as played out on media platforms like YouTube, Twitter and Instagram, is so unlike the order it is displacing that it might seem like bedlam, an asylum of sorts for ideas intelligible only to their creators. And yet, surely, something... View Details
Deighton, John A., and Leora Kornfeld. "Beyond Bedlam: How Consumers and Brands Alike Are Playing the Web." GfK Marketing Intelligence Review 6, no. 2 (November 2014): 28–33.