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  • All HBS Web  (3,617)
    • People  (15)
    • News  (950)
    • Research  (2,117)
    • Events  (8)
    • Multimedia  (71)
  • Faculty Publications  (1,497)

Show Results For

  • All HBS Web  (3,617)
    • People  (15)
    • News  (950)
    • Research  (2,117)
    • Events  (8)
    • Multimedia  (71)
  • Faculty Publications  (1,497)
← Page 20 of 3,617 Results →
  • November 2014
  • Article

Beyond Bedlam: How Consumers and Brands Alike Are Playing the Web

By: John A. Deighton and Leora Kornfeld
The new marketing order, as played out on media platforms like YouTube, Twitter and Instagram, is so unlike the order it is displacing that it might seem like bedlam, an asylum of sorts for ideas intelligible only to their creators. And yet, surely, something... View Details
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Deighton, John A., and Leora Kornfeld. "Beyond Bedlam: How Consumers and Brands Alike Are Playing the Web." GfK Marketing Intelligence Review 6, no. 2 (November 2014): 28–33.
  • August 2016 (Revised November 2016)
  • Case

C.W. Dixey & Son

By: Anat Keinan and Michael B. Beverland
C.W. Dixey & Son is about to be relaunched as a luxury eyewear brand after a fifty-year absence from the marketplace. This case focuses on reviving a dormant brand with a 200-year plus heritage of innovation, craft excellence, and luxury. Drawing on extensive... View Details
Keywords: Luxury Branding; Authenticity; Inconspicuous Consumption; Brand Positioning; Brand Revitalization; Eyeyewear; Market Entry and Exit; Luxury; Market Participation; Brands and Branding; Consumer Products Industry
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Keinan, Anat, and Michael B. Beverland. "C.W. Dixey & Son." Harvard Business School Case 517-019, August 2016. (Revised November 2016.)
  • December 2019
  • Supplement

Mãe Terra and Unilever (B)

By: Lynn S. Paine, Ruth Costas and Mariana Cal
Unilever is making strides to integrate the operations of Mãe Terra—one of Brazil's leading brands for packaged organic foods—into its own structures, after acquiring the company in 2017. Mãe Terra’s CEO, Alexandre Borges, must decide whether to implement his original... View Details
Keywords: Brand Management; Sustainability; Mergers and Acquisitions; Mission and Purpose; Social Enterprise; Corporate Governance; Governing and Advisory Boards; Environmental Sustainability; Organizational Culture; Food and Beverage Industry; Agriculture and Agribusiness Industry; Brazil; Latin America
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Paine, Lynn S., Ruth Costas, and Mariana Cal. "Mãe Terra and Unilever (B)." Harvard Business School Supplement 320-069, December 2019.
  • 07 Jan 2025
  • Blog Post

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

consumer retail clients, including luxury retail brands like Oscar de la Renta, BCBG, and Badgley Mishka. During this time, Twist found that she was a “marketer at heart” and... View Details
  • 12 Feb 2025
  • Video

Fawn Weaver’s Use of Storytelling to Build Her Brand in the Spirits Industry

  • 01 Mar 2021
  • News

Manage the Suppliers That Could Harm Your Brand

  • News

How France’s Brand of Populism Differs from What Drove Brexit and Trump

  • August 11, 2008
  • Article

Brands Act Local to Woo a Billion Chinese Consumers

By: John A. Quelch
Citation
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Quelch, John A. "Brands Act Local to Woo a Billion Chinese Consumers." Financial Times (August 11, 2008), 12.
  • 06 Mar 2020
  • News

How Reader’s Digest Became a Digital-first Multimedia Brand

  • 29 Dec 2011
  • News

Year In Review: Mega Tech Brands Raise Megabucks

  • June 2015
  • Teaching Note

Warby Parker: Vision of a 'Good' Fashion Brand

By: Christopher Marquis
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Marquis, Christopher. "Warby Parker: Vision of a 'Good' Fashion Brand." Harvard Business School Teaching Note 415-083, June 2015.
  • September 2000 (Revised November 2002)
  • Supplement

Building Brand Community on the Harley-Davidson Posse Ride

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Fournier, Susan M. "Building Brand Community on the Harley-Davidson Posse Ride." Harvard Business School Video Supplement 501-801, September 2000. (Revised November 2002.)
  • 13 Nov 2023
  • Podcast

Jill Avery on Building a Winning Brand Portfolio

What can you learn about brand portfolio strategy from Marriott's $13.3 billion acquisition of Starwood Hotels & Resorts? Harvard Business School Senior Lecturer Jill Avery joins host Chris Linnane in The Parlor Room to answer that question and discuss how Marriott... View Details
  • March 2022
  • Article

When Less Is More: Consumers Prefer Brands that Donate More in Relative versus Absolute Terms

By: Elizabeth A. Keenan, Anne V. Wilson and Leslie K. John
When trying to make a good impression on consumers through charitable giving, is it better for brands to maximize the overall dollars they donate or how much they give in relative terms; for example, the proportion of profits? Across five studies we show that consumers... View Details
Keywords: Cause-related Marketing; Charitable Donations; Generosity; Altruism; Philanthropy and Charitable Giving; Brands and Branding; Consumer Behavior
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Keenan, Elizabeth A., Anne V. Wilson, and Leslie K. John. "When Less Is More: Consumers Prefer Brands that Donate More in Relative versus Absolute Terms." Marketing Letters 33, no. 1 (March 2022): 31–43.
  • June 2009
  • Teaching Note

Manchester Products: A Brand Transition Challenge (Brief Case)

By: John A. Quelch and Heather Beckham
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Quelch, John A., and Heather Beckham. "Manchester Products: A Brand Transition Challenge (Brief Case)." Harvard Business School Teaching Note 094-044, June 2009.
  • October 2009
  • Teaching Note

Inner Mongolia Yili Group: China's Pioneering Dairy Brand (TN)

By: F. Warren McFarlan
Teaching Note for [308052]. View Details
Keywords: Business Plan; Goals and Objectives; Competition; Research and Development; Globalization; Innovation and Invention; Brands and Branding; Problems and Challenges; Food and Beverage Industry; China
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McFarlan, F. Warren. "Inner Mongolia Yili Group: China's Pioneering Dairy Brand (TN)." Harvard Business School Teaching Note 310-051, October 2009.
  • July 2008
  • Teaching Note

Hilton Hotels: Brand Differentiation through Customer Relationship Management (TN)

By: Lynda M. Applegate, Gabriele Piccoli and Chekitan Dev
Teaching Note for [809029]. View Details
Keywords: History; Strategy; Customer Relationship Management; Information Technology; System; Privatization; Brands and Branding; Accommodations Industry
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Applegate, Lynda M., Gabriele Piccoli, and Chekitan Dev. "Hilton Hotels: Brand Differentiation through Customer Relationship Management (TN)." Harvard Business School Teaching Note 809-030, July 2008.
  • 03 Jan 2013
  • News

'iPhone 6' vs. 'New iPhone' -- How to Brand a Next-Generation Product

  • 2007
  • Blog

Harvard Business Online—Marketing Know:How: How To Brand an Ingredient

By: John A. Quelch
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Quelch, John A. "How To Brand an Ingredient." Harvard Business Online—Marketing Know:How (blog). October 8, 2007. https://hbr.org/2007/10/how-to-brand-an-ingredient-1.
  • 26 Jan 2024
  • Video

Career Workshop Crafting your Brand with the CPD Office

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