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  • All HBS Web  (3,617)
    • People  (15)
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← Page 20 of 3,617 Results →
  • July 2020 (Revised April 2022)
  • Case

Paris Saint-Germain: Building One of the World's Top Sports Brands

By: Anita Elberse and David Moreno Vicente
In March 2020, Nasser Al-Khelaifi, the president of French soccer club Paris Saint-Germain (‘PSG’) sees his team clinch a spot among the last eight clubs to compete in the UEFA Champions League. Established in 1970 and initially a club with only moderate success, PSG’s... View Details
Keywords: Soccer; Football; Superstars; Talent; Talent Development; General Management; Sports; Entertainment; Media; Talent and Talent Management; Globalization; Brands and Branding; Marketing; Strategy; Sports Industry; Europe
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Elberse, Anita, and David Moreno Vicente. "Paris Saint-Germain: Building One of the World's Top Sports Brands." Harvard Business School Case 521-006, July 2020. (Revised April 2022.)
  • October 1987 (Revised October 1992)
  • Case

Black & Decker Corp.: Household Products Group, Brand Transition

This rewritten version differs from Black & Decker Corp.: Household Products Group (A1) in two ways: 1) It has an explicit decision focus. Homa must decide on a program to transfer the Black & Decker name to GE small appliances; and 2) The detailed information... View Details
Keywords: Decisions; Marketing Strategy; Brands and Branding; Consumer Products Industry
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Drumwright, Minette E., and John A. Quelch. "Black & Decker Corp.: Household Products Group, Brand Transition." Harvard Business School Case 588-015, October 1987. (Revised October 1992.)
  • 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
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Dillon, William R., and Sunil Gupta. "A Segment-Level Model of Category Volume and Brand Choice." Marketing Science 15, no. 1 (1996): 38–59.
  • August 11, 2008
  • Article

Brands Act Local to Woo a Billion Chinese Consumers

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

  • 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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Dafny, Leemore S., Kate Ho, and Edward Kong. "How Do Copayment Coupons Affect Branded Drug Prices and Quantities Purchased?" American Economic Journal: Economic Policy 16, no. 3 (August 2024): 314–346.
  • 2015
  • Book

Strong Brands, Strong Relationships

By: Susan Fournier, Michael Breazeale and Jill Avery
From the editorial team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a collection of innovative research and management insights that build upon the foundations of... View Details
Keywords: Brand Building; Brand Management; CRM; Marketing; Brands and Branding; Marketing Communications; Advertising; Customer Relationship Management; Customer Focus and Relationships; Advertising Industry; Apparel and Accessories Industry; Consumer Products Industry
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Fournier, Susan, Michael Breazeale and Jill Avery, eds. Strong Brands, Strong Relationships. Abingdon, UK: Routledge, 2015.
  • 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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John, Leslie K., Oliver Emrich, Sunil Gupta, and Michael I. Norton. "Does 'Liking' Lead to Loving? The Impact of Joining a Brand's Social Network on Marketing Outcomes." Journal of Marketing Research (JMR) 54, no. 1 (February 2017): 144–155.
  • 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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Ascarza, Eva. "Melissa Wood Health: How to Win in the Creator Economy." Harvard Business School Case 521-086, May 2021. (Revised August 2021.)
  • 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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Kramer, Mark R. "Dove and Real Beauty: Building a Brand with Purpose." Harvard Business School Teaching Note 721-478, June 2021.
  • 17 May 2010
  • News

Don't Make These Mistakes with Your Online Brand Community

  • 30 Jan 2025
  • News

Leaving X Can Be a Tricky Decision for Brands

  • 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

  • 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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Paharia, Neeru, Anat Keinan, and Jill Avery. "Underdog Branding: Why Underdogs Win in Recessions." European Business Review (May 2011): 53–56. (Invited Article.)
  • 2007
  • Blog

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

By: John A. Quelch
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Quelch, John A. "How Brand China Can Succeed." Harvard Business Online—Marketing Know:How (blog). September 12, 2007. http://hbswk.hbs.edu/item/how-brand-china-can-succeed.
  • 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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Goldberg, Lena G., Marcel Saucet, and Christine Snively. "Taryn Rose Launches Dresr: Street Marketing a Luxury Brand." Harvard Business School Case 315-025, November 2014.
  • 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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Dolan, Robert J. "Henkel Corp.: International Sealants Brand SISTA (A), Teaching Note." Harvard Business School Teaching Note 585-117, September 1984.
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