Branding - Publications - Faculty & Research

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

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23 Mar 2022
News

Online Brands Try a Traditional Marketing Strategy: Physical Stores

May 2021 (Revised August 2021)
Case

Melissa Wood Health: How to Win in the Creator Economy

By: Eva Ascarza

In October 2020, Melissa Wood-Tepperberg, founder of the digital subscription wellness platform Melissa Wood Health (MWH) and creator of ‘The MWH Method,’ was evaluating the strategic directions of her company. What had started as a way to share workouts and wellness... View Details

Keywords: Lifestyle Brand; Brands and Branding; Strategy; Partners and Partnerships; Negotiation

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2007
Blog

Harvard Business Online—Marketing Know:How: How Brand China Can Succeed

By: John A. Quelch

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November 2014
Case

Taryn Rose Launches Dresr: Street Marketing a Luxury Brand

By: Lena G. Goldberg, Marcel Saucet and Christine Snively

Serial entrepreneur and shoe designer Taryn Rose, M.D., prepared to launch a new e-commerce platform, Dresr, which would connect shoppers with tastemakers online. Dresr would bring the service element found in brick and mortar luxury stores into the online shopping... View Details

Keywords: E-commerce; Online Platforms; Online Marketing; Footwear; Legal Aspects Of Business; Street Marketing; Entrepreneurship; Internet and the Web; Luxury; Marketing Strategy; Digital Platforms; Legal Liability; Fashion Industry; Technology Industry

Citation

Educators

September 1984
Teaching Note

Henkel Corp.: International Sealants Brand SISTA (A), Teaching Note

By: Robert J. Dolan

Teaching Note for (9-585-099). View Details

Citation

10 Aug 2008
News

Brands act local to woo a billion Chinese consumers

06 Apr 2010
News

Brand Obama A Hit Abroad, But What About Loyalty?

28 Mar 2016
News

The Alum Building a Brand New City in Panama

Colombian billionaire Jaime Gilinski (MBA 1980) is the man behind what Forbes calls “the most audacious real estate project in the world”: the redevelopment of Howard Air Force Base along the Panama Canal. After the United States left in 1999, Gilinski—a successful... View Details

Article

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

By: Leslie K. John, Oliver Emrich, Sunil Gupta and Michael I. Norton

Does “liking” a brand on Facebook cause a person to view it more favorably? Or is “liking” simply a symptom of being fond of a brand? We disentangle these possibilities and find evidence for the latter: brand attitudes and purchasing are predicted by consumers’... View Details

Keywords: Brands; Marketing Effectiveness; Brand Evaluation; Peer Influence; Brands and Branding; Social and Collaborative Networks; Social Media

Citation

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1996
Article

A Segment-Level Model of Category Volume and Brand Choice

By: William R. Dillon and Sunil Gupta

Keywords: Brands and Branding; Decision Choices and Conditions; Segmentation; Volume

Citation

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Web

Brand Name Management - The Art of American Advertising

Education Alumni Baker Library Historical Collections Visual Resources More Exhibits Exhibition Gallery Research Links Site Credits The Art of American Advertising: Brand Name Management National Markets Advertising Products Trade... View Details

10 Sep 2020
News

Name Your Brand with a Global Audience in Mind

24 Apr 2014
News

Expanding the brand of the country’s largest magazine publisher

Ann S. Moore (MBA 1978), the first female chair and CEO of Time Inc., oversaw nearly 150 magazines and their brand extensions. During her tenure, she launched more magazines than Time founder Henry R. Luce and, as publisher of People,... View Details