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Show Results For
- All HBS Web
(3,611)
- People (15)
- News (949)
- Research (2,110)
- Events (8)
- Multimedia (70)
- Faculty Publications (1,494)
- October 2009
- Teaching Note
Inner Mongolia Yili Group: China's Pioneering Dairy Brand (TN)
Teaching Note for [308052]. View Details
- 2015
- White Paper
Luxury Branding Research: New Perspectives and Future Priorities
By: Anat Keinan, Sandrine Crener and Silvia Bellezza
- May 2013
- Teaching Note
Altius Golf and the Fighter Brand (Brief Case)
By: Robert J. Dolan and Sunru Yong
- September 2000 (Revised November 2002)
- Supplement
Building Brand Community on the Harley-Davidson Posse Ride
Fournier, Susan M. "Building Brand Community on the Harley-Davidson Posse Ride." Harvard Business School Video Supplement 501-801, September 2000. (Revised November 2002.)
- 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
- 06 Mar 2020
- News
How Reader’s Digest Became a Digital-first Multimedia Brand
- Article
Brand Choice, Purchase Incidence, and Segmentation: An Integrated Modeling Approach
By: Randolph E. Bucklin and Sunil Gupta
Bucklin, Randolph E., and Sunil Gupta. "Brand Choice, Purchase Incidence, and Segmentation: An Integrated Modeling Approach." Journal of Marketing Research (JMR) 29, no. 2 (May 1992): 201–215. (Finalist for the 1997 O'Dell Award, Journal of Marketing Research.)
- August 2016 (Revised November 2016)
- Case
C.W. Dixey & Son
By: Anat Keinan and Michael B. Beverland
C.W. Dixey & Son is about to be relaunched as a luxury eyewear brand after a fifty-year absence from the marketplace. This case focuses on reviving a dormant brand with a 200-year plus heritage of innovation, craft excellence, and luxury. Drawing on extensive... View Details
Keywords: Luxury Branding; Authenticity; Inconspicuous Consumption; Brand Positioning; Brand Revitalization; Eyeyewear; Market Entry and Exit; Luxury; Market Participation; Brands and Branding; Consumer Products Industry
Keinan, Anat, and Michael B. Beverland. "C.W. Dixey & Son." Harvard Business School Case 517-019, August 2016. (Revised November 2016.)
- May 8, 2012
- Article
Commercialising a Product: Manage Price as Part of Branding
By: Marco Bertini and Nader Tavassoli
Bertini, Marco, and Nader Tavassoli. "Commercialising a Product: Manage Price as Part of Branding." Financial Times (May 8, 2012).
- 2009
- Blog
Harvard Business Online—Marketing Know:How: How Harvard Licensed its Brand
By: John A. Quelch
Quelch, John A. "How Harvard Licensed its Brand." Harvard Business Online—Marketing Know:How (blog). September 9, 2009. https://hbr.org/2009/09/how-harvard-licensed-its-brand.
- May 1992
- Teaching Note
Henkel Group: Umbrella Branding and Globalization Decisions, Teaching Note
By: Robert J. Dolan
Teaching Note for (9-585-185). View Details
- 23 Mar 2022
- News
Online Brands Try a Traditional Marketing Strategy: Physical Stores
- 2015
- Book
Strong Brands, Strong Relationships
By: Susan Fournier, Michael Breazeale and Jill Avery
From the editorial team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a collection of innovative research and management insights that build upon the foundations of... View Details
Keywords: Brand Building; Brand Management; CRM; Marketing; Brands and Branding; Marketing Communications; Advertising; Customer Relationship Management; Customer Focus and Relationships; Advertising Industry; Apparel and Accessories Industry; Consumer Products Industry
Fournier, Susan, Michael Breazeale and Jill Avery, eds. Strong Brands, Strong Relationships. Abingdon, UK: Routledge, 2015.
- June 2016 (Revised November 2021)
- Case
Longchamp
By: Jill Avery, Tonia Junker and Daniela Beyersdorfer
Longchamp’s Le Pliage is one of the fashion world’s most successful products, a cultural icon across the globe. But managing the low priced, nylon handbag is challenging as Longchamp tries to move its brand upmarket into higher priced, luxury leather goods. How much... View Details
Keywords: Brand Management; Luxury Brand; Brand Positioning; Product Strategy; Retailing; Pricing Strategy; Marketing; Brands and Branding; Marketing Strategy; Luxury; Family Business; Price; Strategy; Apparel and Accessories Industry; Retail Industry; Consumer Products Industry; Fashion Industry; France; Europe
Avery, Jill, Tonia Junker, and Daniela Beyersdorfer. "Longchamp." Harvard Business School Case 316-086, June 2016. (Revised November 2021.)
- 2007
- Blog
Harvard Business Online—Marketing Know:How: How To Brand an Ingredient
By: John A. Quelch
Quelch, John A. "How To Brand an Ingredient." Harvard Business Online—Marketing Know:How (blog). October 8, 2007. https://hbr.org/2007/10/how-to-brand-an-ingredient-1.
- May 1994
- Case
Laura Ashley (C): Rebuilding and Transforming a Global Brand
By: Richard L. Nolan
Over the course of two years a CEO executes a business transformation strategy and key decisions. View Details
Keywords: Transition; Decisions; Performance Consistency; Performance Improvement; Business Strategy
Nolan, Richard L. "Laura Ashley (C): Rebuilding and Transforming a Global Brand." Harvard Business School Case 194-144, May 1994.
- 26 Jan 2024
- Video