Networked Brand - Publications - Faculty & Research

How to Build a Digital Brand That Lasts

What makes a brand durable even as business models, technology and consumer behavior radically change? They key is that durable brands are adaptable brands — even legacy ones. To create durability, apply the MACE framework: 1) Mastery: Give your consumers... View Details

July 2022
Teaching Note

Arçelik (A), (B): From a Dealer Network to an Omnichannel Experience

By: Ayelet Israeli, Fares Khrais and Menna Hassan

Arçelik Turkey, the country’s market leader in household appliances, was at an omnichannel crossroads in January 2020. Arçelik was a B2B player utilizing a dealership network with an umbrella of brands and had one of the largest brick-and-mortar store networks in... View Details

Citation

Purchase

Web

Career Networking - Alumni

virtual reality. Learn more Leveraging Your Networks Put Your Networks to Use. Leverage your networks to achieve personal, team, and organizational goals. Put Your View Details

22 Oct 2018
Blog Post

HBS Marketing Club Presents: The Brand Summit

course, multiple networking events that will allow participants to build community. We will zero in on many interesting topics including the role of big data in branding, branding a global company, View Details

Keywords: All Industries

30 Jun 2017
News

Rebuilding the Girl Scouts Brand

Scout.” The 30-second spot, with a catchy new anthem by Liz Rose and Emily Shackleton (both Girl Scout alumnae), will air on cable networks in 2017. But Pitter-Armand knows she has an even more powerful View Details

Keywords: April White

August 2022
Teaching Note

BTS & ARMY

By: Doug J. Chung and Kay R. Koo

Industry leaders must define a particular outcome of interest (i.e., an objective) to establish an organization’s strategy. BTS’s initial objective was to increase brand recognition and to acquire a solid fanbase. The proliferation of social network platforms... View Details

Keywords: Cultural Diversity; Brand Equity; Go-to-market Strategy; Social Network; Entertainment Industry; Brands and Branding; Customer Relationship Management; Consumer Behavior; Social and Collaborative Networks; Social Entrepreneurship; Digital Platforms; Digital Marketing; Music Industry

Citation

Purchase

June 2007 (Revised March 2011)
Case

The CW: Launching a Television Network

By: Anita Elberse and S. Mark Young

In May 2006, Dawn Ostroff, president of entertainment of the newly formed CW Television Network, was faced with the task of choosing the final set of programs for the 2006 fall schedule, which she would present to advertisers at the annual "upfront" market in New York... View Details

Keywords: Advertising; Customer Relationship Management; Decision Choices and Conditions; Television Entertainment; Brands and Branding; Product Launch; Strategic Planning; Networks; Media and Broadcasting Industry

Citation

Educators

Purchase

November 2019
Case

Chief: Role for Carolyn Childers

By: Katherine B. Coffman, Jeffrey J. Bussgang, Kathleen L. McGinn, Katherine Chen and Julia Kelley

In 2018, Carolyn Childers is preparing to launch Chief, a New York-based peer network for women executives, and must decide whether to bring on a co-founder. After becoming the senior vice president of operations at her previous company, Childers was inspired to build... View Details

Keywords: Networking; Founders; Entrepreneurship; Networks; Negotiation

Citation

Educators

Purchase

04 Apr 2018
News

Rebuilding the Girl Scouts Brand

Scouts debuted a new PSA: “I’m Prepared . . . to Lead Like a Girl Scout.” The 30-second spot, with a catchy new anthem, will air on cable networks in 2017. But Pitter-Armand knows she has an even more powerful View Details

27 Nov 2012
News

The Beauty of the Network

Pao: A beauty business veteran leverages the HBS network to launch her own skincare line. Photo courtesy Patti Pao Patti Pao (MBA 1987) describes her two years at HBS as “spectacularly unsuccessful,” thanks in part to a culture clash with... View Details

Keywords: cosmetics; salmon; Securities, Commodities, and Other Financial Investments; Finance; Miscellaneous Manufacturing; Manufacturing; Health and Personal Care Stores; Retail Trade

24 Jun 2002
Research & Ideas

Building ’Brandtopias’—How Top Brands Tap into Society

Customers value some of the most powerful brands in the world primarily for their "cultural value": They provide imaginative resources that people use to build their identities. These are what Harvard Business School professor... View Details

Keywords: by Martha Lagace

15 Dec 2008
Research & Ideas

The Surprisingly Successful Marriages of Multinationals and Social Brands

markets faster through the existing distribution network of the acquirer, or through the ability to invest quickly in significantly expanded facilities. Compared to an IPO, it allows the careful delineation of accountability and... View Details

Keywords: by Sarah Jane Gilbert; Consumer Products; Food & Beverage

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

07 Mar 2019
News

Smart Marketing Brings Rapid Growth to Latino Brands

accomplish that was to create their own distribution network. Therefore, we are able to control how the brand should look like, how the brand should be able to be established in the marketplace, and how that... View Details

07 Jan 2025
Blog Post

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

remain - and someone in your friend group will remember the ‘takeaway’ you need in the moment.” The HBS network also played a role in Twist landing her first brand management position at Estee Lauder. As a... View Details

Web

Online Creating Brand Value Course | HBS Online

Introduction to Creating Brand Value ENROLL NOW No application needed for our certificate programs. Start your journey today! Creating Brand Value $1,850 Next 6-week session starts July 23rd Enroll Now Build... View Details

Web

Brand Name Management - The Art of American Advertising

Clubs Faculty & Research Business & Environment Business History Christensen Center for Teaching & Learning Entrepreneurship Faculty & Research Global Healthcare HBS Working Knowledge Institute for Strategy & Competitiveness Leadership View Details

01 Feb 2017
News

Does “Liking” Lead to Loving? The Impact of Joining a Brand’s Social Network on Marketing Outcomes

01 Dec 2002
News

Building a Network for Social Enterprise in Latin America

teaching about the management of social-purpose organizations and business involvement in the social sector. In June 2001, HBS globalized its efforts in this area by organizing the Social Enterprise Knowledge Network (SEKN) in Latin... View Details

June 2015
Case

The Coca-Cola Company's Case for Creative Transformation

By: Thales S. Teixeira and Elizabeth Anne Watkins

In 2013, the Coca-Cola Company was awarded Creative Marketer of the Year by the Cannes Lions Festival (known as the "Oscar of Advertising") for the first time ever in history and nearly 50 years after the Festival's inception. Just one year before that, Jonathan... View Details