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  • 2008
  • Blog

Harvard Business Online—Marketing Know:How: How Olympics Branding Is Shaping China

By: John A. Quelch
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  • 2007
  • Blog

Harvard Business Online—Marketing Know:How: How to Build A Global Brand

By: John A. Quelch
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  • 19 Apr 2019
  • News

Tiger’s Back, and That’s Good News for Other Troubled Brands

  • May 2011
  • Article

Underdog Branding: Why Underdogs Win in Recessions

By: Neeru Paharia, Anat Keinan and Jill Avery
Underdog stories about overcoming great odds through passion and determination are particularly resonant during difficult times as they inspire us and give us hope when the outlook we face is bleak. They promise that success is still possible, a much needed message in... View Details
Keywords: Marketing; Brand Building; Brand Management; Brand Positioning; Competitive Positioning; Brands and Branding; Economics; Marketing Communications; Marketing Strategy; Advertising Campaigns; Advertising Industry; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Consumer Products Industry; Fashion Industry; Food and Beverage Industry
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  • June 2021
  • Teaching Note

Dove and Real Beauty: Building a Brand with Purpose

By: Mark R. Kramer
Teaching Note for HBS Case No. 720-361. View Details
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  • 17 May 2010
  • News

Don't Make These Mistakes with Your Online Brand Community

  • 28 Oct 2021
  • News

The Toxic Effects of Branding Your Workplace a “Family”

  • 20 Jul 2016
  • News

The Woman Behind One of Africa’s Leading Food Brands

  • August 2024
  • Article

How Do Copayment Coupons Affect Branded Drug Prices and Quantities Purchased?

By: Leemore S. Dafny, Kate Ho and Edward Kong
Drug copayment coupons to reduce patient cost-sharing have become nearly ubiquitous for high-priced brand-name prescription drugs. Medicare bans such coupons on the grounds that they are kickbacks that induce utilization, but they are commonly used by... View Details
Keywords: Prescription Drugs; Coupons; Impact; Health Care and Treatment; Markets; Price; Spending; Pharmaceutical Industry; United States
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  • May 2012
  • Article

To Zap or Not to Zap: How to Insert the Brand in TV Commercials to Minimize Avoidance

By: Thales S. Teixeira, Michel Wedel and Rik Pieters
Huge amounts of money are spent on TV advertising. In an environment of rising per-viewer rates for advertisers and increased skipping past ads by consumers, it is necessary for advertising managers to understand the determinants of commercial avoidance. In order to... View Details
Keywords: Brands and Branding; Television Entertainment; Advertising; Decisions
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  • 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
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  • 21 Jul 2016
  • Cold Call Podcast

How Small Investors Can Bet Big on Brands They Love

Keywords: Re: Luis M. Viceira; Financial Services
  • 17 Oct 2019
  • News

Marc Farrell (MBA 2010) on Creating a Contemporary Caribbean Brand

  • 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
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  • 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
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  • 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