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Show Results For
- All HBS Web
(489)
- People (1)
- News (199)
- Research (224)
- Multimedia (2)
- Faculty Publications (73)
- 04 Feb 2002
- Research & Ideas
How a Juicy Brand Came Back to Life
possible, even more homemade. In one, tennis star Ivan Lendl garbled the brand name into "Shnahpple." Several others featured a Snapple order-processing clerk named... View Details
- 07 Jun 2016
- Op-Ed
Can Brand Trump Win a Presidency?
In the marketplace, Brand Trump is authentic. It stands for aspiration and success, but more the ostentatious and flashy success that appeals to the newly wealthy, the entrepreneur, the outsider. For these consumers, View Details
- January–February 2019
- Article
What Does Your Corporate Brand Stand For?
By: Stephen A. Greyser and Mats Urde
While most firms are adept at defining product brands, they’re less sure-footed with their corporate brands. What exactly does a parent company’s name represent, and how is it perceived in the marketplace?
A strong corporate identity provides direction and... View Details
A strong corporate identity provides direction and... View Details
Keywords: Organizations; Identity; Brands and Branding; Reputation; Management Analysis, Tools, and Techniques; Corporate Strategy
Greyser, Stephen A., and Mats Urde. "What Does Your Corporate Brand Stand For?" Harvard Business Review 97, no. 1 (January–February 2019): 80–88.
- 10 Sep 2012
- HBS Case
HBS Cases: Branding Yoga
example. "You get this stuff for free out of your faucet," he says. "With Evian or Dasani you pay $2, $4, and that's the reaction consumers have: 'You are just attaching a fancy name on it, which costs me money.' "... View Details
- 20 Sep 2021
- News
What Brands like Reebok Can Learn from Hollywood Reboots
- May 2011
- Article
The Best Way to Name Your Product 2.0
By: Marco Bertini, John Gourville and Elie Ofek
Although there's ample research to guide marketers in naming new products, little of it has addressed follow-on offerings, even though these make up the bulk of new products in many industries. Companies have two basic strategies to choose from. They can stick with a... View Details
Bertini, Marco, John Gourville, and Elie Ofek. "The Best Way to Name Your Product 2.0." Harvard Business Review 89, no. 5 (May 2011).
- 04 May 2009
- Research & Ideas
What’s Next for the Big Financial Brands
(Editor's note: Harvard Business School professor John Quelch writes a blog on marketing issues, called Marketing Know: How, for Harvard Business. It is reprinted on HBS Working Knowledge.) Recent news coverage of the cosmetic name change... View Details
- 25 Oct 2018
- News
The Rise And Fall Of A Household Name
- 1994
- Book
Adding Value: Brands and Marketing in Food and Drink
By: Geoffrey Jones and Nicholas J. Morgan
Branding is one of the most prominent topics in business today. This volume explores both the impact it has had on major products and the business strategies which have shaped the success, or failure, of these brands. Focusing on the history of marketing in the food... View Details
Jones, Geoffrey, and Nicholas J. Morgan, eds. Adding Value: Brands and Marketing in Food and Drink. London: Routledge, 1994.
- 29 Oct 2000
- Research & Ideas
Building a Powerful Prestige Brand
interview, "Start the [new] year with a new face." This slogan was so successful that Estée Lauder and the retailer used it for decades as part of their annual New Year's campaign. By the late 1950s, the Estée Lauder brand was a... View Details
- 30 Jun 2017
- News
Rebuilding the Girl Scouts Brand
Juvenile Diabetes Research Foundation, had a brand problem: the disease it addressed was no longer known as juvenile diabetes, as children and adults were being diagnosed in equal numbers. Pitter-Armand was charged with repositioning the... View Details
Keywords: April White
- 28 Feb 2020
- News
Kelly Campbell Named President of Hulu
a driving force in defining Hulu’s brand vision and strategy. She has built a tremendous multitalented team and developed strategic campaigns that helped double Hulu’s subscriber base.” READ MORE View Details
Keywords: Arts, Entertainment
- 01 Dec 2017
- News
A Safer—and Speedier—Way to Name Your Startup
trademark lawsuit, or spending money on a domain name or logo that turns out to be unusable. As head of Master-McNeil, a Berkeley-based naming and branding agency behind View Details
Keywords: Julia Hanna
- 05 May 2017
- News
Barnes & Noble Names Demos Parneros CEO
Demos Parneros (AMP78, 2010), who had been working as Barnes & Noble’s COO for the last five months, has been named the booksellers new CEO. A story in the New York Times details the company’s recent struggles, which includes everything... View Details
- 19 Apr 2019
- News
Tiger’s Back, and That’s Good News for Other Troubled Brands
- Web
Use of Harvard Name & Logo | About
Use of Harvard Name & Logo Brand & Style Guidelines The Harvard Business School name and shield are trademarks and their use is governed by explicit rules and guidelines. All... View Details
- October 1987 (Revised October 1992)
- Case
Black & Decker Corp.: Household Products Group, Brand Transition
This rewritten version differs from Black & Decker Corp.: Household Products Group (A1) in two ways: 1) It has an explicit decision focus. Homa must decide on a program to transfer the Black & Decker name to GE small appliances; and 2) The detailed information... View Details
Drumwright, Minette E., and John A. Quelch. "Black & Decker Corp.: Household Products Group, Brand Transition." Harvard Business School Case 588-015, October 1987. (Revised October 1992.)
- 07 Dec 1999
- Research & Ideas
Henry Heinz and Brand Creation in the Late Nineteenth Century
efficiently as possible. Increasing the company's product line was a potentially quick, inexpensive way to shape a nascent market for processed food. It was also a means, Heinz reasoned, of building the brand. In the 1870s, branding was a... View Details
Keywords: by Nancy F. Koehn