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Show Results For
- All HBS Web
(3,613)
- People (15)
- News (949)
- Research (2,111)
- Events (8)
- Multimedia (71)
- Faculty Publications (1,495)
- 2008
- Blog
Harvard Business Online—Marketing Know:How: How Olympics Branding Is Shaping China
By: John A. Quelch
Quelch, John A. "How Olympics Branding Is Shaping China." Harvard Business Online—Marketing Know:How (blog). August 11, 2008. https://hbr.org/2008/08/how-olympics-branding-is-shapi.
- 2007
- Blog
Harvard Business Online—Marketing Know:How: How to Build A Global Brand
By: John A. Quelch
Quelch, John A. "How to Build A Global Brand." Harvard Business Online—Marketing Know:How (blog). October 16, 2007. https://hbr.org/2007/10/how-to-build-a-global-brand.
- 19 Apr 2019
- News
Tiger’s Back, and That’s Good News for Other Troubled Brands
- December 7, 1999
- Article
Henry Heinz and Brand Creation in the Late Nineteenth Century
By: Nancy F. Koehn
Koehn, Nancy F. "Henry Heinz and Brand Creation in the Late Nineteenth Century." Harvard Business School Working Knowledge (December 7, 1999).
- 1994
- Chapter
Using the Zaltman Metaphor Elicitation Technique to Understand Brand Images
By: R. Higie and G. Zaltman
Higie, R., and G. Zaltman. "Using the Zaltman Metaphor Elicitation Technique to Understand Brand Images." In Advances in Consumer Research, Volume 21, edited by C. Allen and D. R. John. Provo, UT: Association for Consumer Research, 1994.
- February 1994
- Article
The Effects of Advertising on Brand Switching and Repeat Purchasing
By: J. A. Deighton, C.M. Henderson and S. Neslin
Deighton, J. A., C.M. Henderson, and S. Neslin. "The Effects of Advertising on Brand Switching and Repeat Purchasing." Journal of Marketing Research (JMR) 31 (February 1994).
- Article
Does 'Liking' Lead to Loving? The Impact of Joining a Brand's Social Network on Marketing Outcomes
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
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.
How Do Drug Copayment Coupons Affect Branded Drug Prices and Quantities Purchased?
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
- March 1990
- Article
The Effects of Brand Loyalty on Competitive Price Promotional Strategies
By: R. Lal, J. S. Raju and V. Srinivasan
Lal, R., J. S. Raju, and V. Srinivasan. "The Effects of Brand Loyalty on Competitive Price Promotional Strategies." Management Science 36, no. 3 (March 1990). (Nominated for John D. C. Little Award Given annually to the best marketing paper published in Marketing Science or Management Science presented by INFORMS Society for Marketing Science.)
- 12 Sep 2016
- Research & Ideas
What Brands Can Do to Monitor Factory Conditions of Suppliers
environmental standards in the United States and overseas. “I don’t think Nike or Levi’s relishes this role, but in the context of weak government regulatory regimes, it’s these companies’ brand reputations that are on the line when... View Details
Keywords: by Michael Blanding
- November 2010
- Article
Capitalizing on the Underdog Effect
By: Anat Keinan, Neeru Paharia and Jill Avery
This article presents the results of a study that investigated the use of the underdog effect in marketing. The idea of triumphing over disadvantages by impassioned determination is said to be a powerfully positive image, which can lead consumers to choose a brand over... View Details
Keywords: Marketing; Brand Management; Brands; Brand Positioning; Competitive Positioning; Competition; Brands and Branding; Advertising Campaigns; Marketing Communications; Marketing Strategy; Advertising Industry; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Consumer Products Industry; Fashion Industry; Food and Beverage Industry
Keinan, Anat, Neeru Paharia, and Jill Avery. "Capitalizing on the Underdog Effect." Harvard Business Review 88, no. 11 (November 2010): 32.
- August 2013 (Revised July 2014)
- Case
Coffee Wars in India: Café Coffee Day Takes On the Global Brands
By: David B. Yoffie and Tanya Bijlani
Café Coffee Day (CCD) is contemplating how to respond to the entry of Starbucks into the Indian coffee chain market. The case study describes the emergence of CCD as the leading coffee chain in India, with over 1,400 cafes in India. In early 2013, Starbucks, the... View Details
Yoffie, David B., and Tanya Bijlani. "Coffee Wars in India: Café Coffee Day Takes On the Global Brands." Harvard Business School Case 714-409, August 2013. (Revised July 2014.)
- 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
Ascarza, Eva. "Melissa Wood Health: How to Win in the Creator Economy." Harvard Business School Case 521-086, May 2021. (Revised August 2021.)
- 20 Aug 2015
- Blog Post
AVICII: REFLECTIONS ON MANAGING THE BRAND OF A GLOBAL SUPERSTAR
artists’ fanbase? This requires having relationships with all of the important gatekeepers in the industry: radio, Spotify, iTunes, YouTube, Vevo, press publications, blogs, and many more. Finally, I initiated a project to revamp the View Details
Keywords: Entertainment / Media / Sports
- November 2018 (Revised February 2019)
- Case
Israel at 70: Is it Possible to (re)Brand a Country?
By: Elie Ofek and Sarah Gulick
In the spring of 2018, Israel was set to celebrate its 70th anniversary. While there was much to rejoice in reaching this milestone, the country’s brand image internationally was far from ideal. Past efforts to impact perceptions of Israel, spearheaded by the Ministry... View Details
Keywords: Branding; Brand Management Of Places; Nation Branding; Brand Positioning; Public Diplomacy; Marketing Communication; Brands and Branding; Marketing Communications; Perception; Change; Israel
Ofek, Elie, and Sarah Gulick. "Israel at 70: Is it Possible to (re)Brand a Country?" Harvard Business School Case 519-006, November 2018. (Revised February 2019.)
- September 2008
- Teaching Note
Ben & Jerry's: Preserving Mission & Brand within Unilever (TN)
By: James E. Austin
Teaching Note for [306037]. View Details
Keywords: Consumer Products Industry
- 12 Sep 2016
- News
What Brands Can Do to Monitor Factory Conditions of Suppliers
- 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
Paharia, Neeru, Anat Keinan, and Jill Avery. "Underdog Branding: Why Underdogs Win in Recessions." European Business Review (May 2011): 53–56. (Invited Article.)
- 03 Jul 2018
- News
How a Passion for Travel Built a $43 Million Fashion Brand
than Tennessee, but I felt at home,” Rawdon told Forbes online. “After that trip I set my mind to travel.” In 2002, that passion was a strong factor in Rawdon’s decision to co-found Tea Collection, a children’s clothing brand that draws... View Details
- 2007
- Blog
Harvard Business Online—Marketing Know:How: How To Build a B2B Brand
By: John A. Quelch
Quelch, John A. "How To Build a B2B Brand." Harvard Business Online—Marketing Know:How (blog). Harvard Business Online—Marketing Know:How. November 20, 2007. https://hbr.org/2007/11/how-to-build-a-b2b-brand-1.