brands - Publications - Faculty & Research

September 2000 (Revised November 2002)
Supplement

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

12 Feb 2025
Video

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

August 11, 2008
Article

Brands Act Local to Woo a Billion Chinese Consumers

By: John A. Quelch

Citation

Read Now

2007
Blog

Harvard Business Online—Marketing Know:How: How To Brand an Ingredient

By: John A. Quelch

Citation

Register to Read

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

Citation

Educators

Purchase

26 Jan 2024
Video

Career Workshop Crafting your Brand with the CPD Office

16 Jun 2017
News

Gibson Brands Transforms Guitar-making into Diverse 'Music Lifestyle' Firm

Keywords: Manufacturing

May 8, 2012
Article

Commercialising a Product: Manage Price as Part of Branding

By: Marco Bertini and Nader Tavassoli

Citation

Find at Harvard

2009
Blog

Harvard Business Online—Marketing Know:How: How Harvard Licensed its Brand

By: John A. Quelch

Citation

Register to Read

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

Citation

Purchase

23 Mar 2022
News

Online Brands Try a Traditional Marketing Strategy: Physical Stores

March 2022
Article

When Less Is More: Consumers Prefer Brands that Donate More in Relative versus Absolute Terms

By: Elizabeth A. Keenan, Anne V. Wilson and Leslie K. John

When trying to make a good impression on consumers through charitable giving, is it better for brands to maximize the overall dollars they donate or how much they give in relative terms; for example, the proportion of profits? Across five studies we show that consumers... View Details

Keywords: Cause-related Marketing; Charitable Donations; Generosity; Altruism; Philanthropy and Charitable Giving; Brands and Branding; Consumer Behavior

Citation

Find at Harvard

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

Educators

Purchase