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Show Results For
-
All HBS Web
(963)
- People (2)
- News (242)
- Research (582)
- Multimedia (5)
- Faculty Publications (201)
- 27 Nov 2019
- Sharpening Your Skills
Secrets for Creating a Long-Lasting Brand
maker Ferrari opens up about how it has bucked industry trends to achieve a world class brand. How Wayfair Built a Furniture Brand from ScratchWhat was once a collection of 240 home furnishing sites is now a single, View Details
- 01 Apr 1999
- News
A Vibrant Brand
monthly that covers hip hop, R&B, soul, reggae, and jazz - and the cultures that surround them - has made hugely successful forays onto the Internet and in the fashion, book publishing, and music industries. Catching Rolling Stone Vibe...
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Keywords:
Susan Young
- June 2019
- Case
Rachael Ray: Cooking Up a Brand
By: Boris Groysberg, Robin Abrahams and Kerry Herman
Rachael Ray built a remarkable career and brand, first as a cooking personality, and then as a lifestyle maven. This case explores her early career, decisions taken along the way, and the successes she achieved in publishing, television and as a spokesperson. As her...
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Keywords:
Personal Development and Career;
Decision Choices and Conditions;
Brands and Branding;
Entrepreneurship
Groysberg, Boris, Robin Abrahams, and Kerry Herman. "Rachael Ray: Cooking Up a Brand." Harvard Business School Case 419-022, June 2019.
- 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...
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- Article
How Direct-to-Consumer Brands Can Continue to Grow
By: V. Kasturi Rangan, Daniel Corsten, Matt Higgins and Leonard A. Schlesinger
Direct-to-consumer (DTC) brands such as Allbirds, Casper, Peloton, and Warby Parker have creatively found a weakness in the marketing citadel of incumbent brands. By using data gleaned from daily interactions with customers, these brands have been able to adapt how...
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Keywords:
Direct-to-consumer;
Customer Journey;
Business Model;
Customer Relationship Management;
Growth and Development Strategy
Rangan, V. Kasturi, Daniel Corsten, Matt Higgins, and Leonard A. Schlesinger. "How Direct-to-Consumer Brands Can Continue to Grow." Harvard Business Review 99, no. 6 (November–December 2021): 101–109.
- 23 Apr 2012
- Research & Ideas
How to Brand a Next-Generation Product
Gourville and Elie Ofek were surprised to find a dearth of academic research on the subject. "There's a lot of research about new-product branding, but as best as we could tell, nobody had looked closely at the issue of how to brand...
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Keywords:
by Carmen Nobel
- 04 Feb 2002
- Research & Ideas
How a Juicy Brand Came Back to Life
agree, good brand management is explained more by process than by strategy. The big idea is important, but the execution of the big idea determines its success or failure. Second, consistent process...
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- May–June 2024
- Article
What Makes a Successful Celebrity Brand?
Celebrities have shifted from endorsing established brands to being influencers for established brands to drawing on their influence to create brands themselves. The authors examine what it takes to make celebrity brands work.
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Keywords:
Celebrities;
Celebrity Endorsement;
Celebrity Management;
Celebrity;
Direct To Consumer Marketing;
DTC;
Influencer Marketing;
Influencers;
Influencer Advertising;
Influencer;
Brands and Branding;
Product Marketing;
Power and Influence;
Advertising;
Social Media;
Consumer Products Industry;
United States
Israeli, Ayelet, Jill Avery, Leonard A. Schlesinger, and Matt Higgins. "What Makes a Successful Celebrity Brand?" Harvard Business Review 102, no. 3 (May–June 2024): 50–55.
- 29 Oct 2020
- News
How to Build a Digital Brand That Lasts
- February 2017
- Teaching Plan
Dhamani Jewels: Becoming a Global Luxury Brand
By: Lynda Applegate
Dhamani started as a loose gemstone dealer in 1969 in Jaipur, India. By the 2000s, it was headquartered in Dubai, United Arab Emirates, and had expanded into diamonds and retail. The family business was now in its second generation of leadership and aimed to become a...
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- March–April 2013
- Article
Expected Firm Altruism, Quality Provision, and Brand Extensions
By: Julio J. Rotemberg
A setting is considered where consumers keep track of the extent to which brands care about them, which is modeled as altruism of brands towards their target consumers. Consumers who purchase an experience good of high quality reasonably deduce that the supplier of...
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Rotemberg, Julio J. "Expected Firm Altruism, Quality Provision, and Brand Extensions." Marketing Science 32, no. 2 (March–April 2013): 325–341.
- December 2014 (Revised May 2016)
- Case
Dhamani Jewels: Becoming a Global Luxury Brand
By: Lynda Applegate and Lisa C. Mazzanti
Dhamani started as a loose gemstone dealer in 1969 in Jaipur, India. By the 2000s, it was headquartered in Dubai, United Arab Emirates and had expanded into diamonds and retail. The family business was now in its second generation of leadership and aimed to become a...
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Keywords:
Luxury Retail;
Jewelry;
Luxury Goods;
UAE;
Retail;
Brands and Branding;
Family Business;
Apparel and Accessories Industry;
Dubai;
India
Applegate, Lynda, and Lisa C. Mazzanti. "Dhamani Jewels: Becoming a Global Luxury Brand." Harvard Business School Case 815-087, December 2014. (Revised May 2016.)
What Makes a Successful Celebrity Brand?
Celebrity endorsements of existing brands have been a part of marketing strategy for decades. But in a world where celebrities have built enormous social media followings and have become effective influencers, many stars are making a pivot: Instead of endorsing or... View Details
- July 2012 (Revised July 2014)
- Case
Warby Parker: Vision of a 'Good' Fashion Brand
By: Christopher Marquis and Laura Velez Villa
In its third year of existence and poised to double its workforce, Warby Parker attributed its success to an innovative approach in the eyewear industry and to the company culture that supported it. With a mission combining social and business goals, the company had...
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Keywords:
Entrepreneurship;
Innovation;
Business And Society;
Social Responsiblity;
Organizational Behavior;
Social Entrepreneurship;
Growth Management;
Corporate Social Responsibility and Impact;
Brands and Branding;
Organizational Culture;
Marketing Strategy;
Innovation and Invention;
Apparel and Accessories Industry;
Health Industry;
United States
Marquis, Christopher, and Laura Velez Villa. "Warby Parker: Vision of a 'Good' Fashion Brand." Harvard Business School Case 413-051, July 2012. (Revised July 2014.)
- Research Summary
The Appropriability of Reputation in Franchises Selling Brands
We develop a multi-market model in which there are two kinds of firms: brands and small firms (or agents). Firms interact with short lived clients in the market for goods (or services) and with each other in the market for franchises. The model is one of adverse...
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- 02 Apr 2018
- Blog Post
Event Planning for Recruiting Success – Part 2
The last post, Event Planning for Recruiting Success – Part 1, reviewed the two main recruiting events at HBS, Company Presentations and public Company Conversations. In Part 2 we will cover hosting virtual events, meeting with targeted...
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Keywords:
All Industries
- 2020
- Working Paper
How to Build Enduring Brands in the Digital Age
By: David J. Collis and William Collis
What makes a brand last? It’s a deceptively simple question, but its answer separates sustainable success from eventual obscurity. Almost every company devotes significant resources to defining their brand. But few ask the more important question: how to...
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Collis, David J., and William Collis. "How to Build Enduring Brands in the Digital Age." Harvard Business School Working Paper, No. 21-013, July 2020.
- 22 Oct 2018
- Blog Post
HBS Marketing Club Presents: The Brand Summit
discuss during interviews. The Brand Summit will take place on November 4, 2018. It will feature a day of inspiring talks from our keynote speakers from Peloton, Carnival Corporation, and Google’s Nest and Home, plus educational breakout...
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Keywords:
All Industries
- 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 View Details