Brands And Branding - Publications - Faculty & Research

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; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry

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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

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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January 2015 (Revised November 2016)
Case

La Martina: Leveraging Polo's Luxury Lifestyle

By: Anat Keinan, Maria Fernanda Miguel and Sandrine Crener

Founded in 1984 in Buenos Aires, Argentina, La Martina has grown from a high-end polo equipment company into a global fashion brand with operations in 56 countries. Polo, which is not only a sport but also a way of life, is at the core of the brand DNA. Polo is a... View Details

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Building Iconic Brands and Brighter Futures: Interview with Glossier CEO, Kyle Leahy - Recruiting

Insights & Advice 11 Dec 2023 Building Iconic Brands and Brighter Futures: Interview with Glossier CEO, Kyle Leahy Becca Carnahan Author HBS Team tag Alumni Consumer Products / Retail Student & Alumni... View Details

14 Mar 2019
Cold Call Podcast

How Helena Rubinstein Used Tall Tales to Turn Cosmetics into a Luxury Brand

Keywords: Re: Geoffrey G. Jones; Beauty & Cosmetics

1994
Chapter

Using the Zaltman Metaphor Elicitation Technique to Understand Brand Images

By: R. Higie and G. Zaltman

Keywords: Brands and Branding; Research

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December 2013
Course Overview Note

Digital Marketing Strategy

By: Thales Teixeira

Digital Marketing Strategy is the process by which firms employ, either partially or exclusively, digital tools, techniques, and tactics to create value for customers. View Details

Keywords: Digital Marketing; Brands And Branding; Marketing

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March 2022
Teaching Note

Supreme: Remaining Cool While Pursuing Growth

By: Jill Avery and Sandrine Crener

Teaching Note for HBS Case No. 522-006. Following VF Corporation’s acquisition of cult streetwear brand Supreme, consumers and industry pundits were nervous that becoming part of a large, public corporation would put an end to Supreme’s slow and careful growth... View Details

Keywords: Cultural Branding; Marketing; Brands and Branding; Luxury; Growth Management; Consumer Products Industry; Fashion Industry; Retail Industry; United States

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June 2009
Supplement

Manchester Products: A Brand Transition Challenge, Faculty Spreadsheet (Brief Case)

By: John A. Quelch and Heather Beckham

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2008
Blog

Harvard Business Online—Marketing Know:How: How Starbucks' Growth Destroyed Brand Value

By: John A. Quelch

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1999
Working Paper

Josiah Wedgwood, 1730-1795: Brand Creation in the First Consumer Society

By: Nancy F. Koehn

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1999
Working Paper

Marshall Field, 1834-1906: The Retail Brand as a Customer Experience

By: Nancy F. Koehn

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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... View Details

Keywords: by Michael Blanding

11 Jun 2014
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Henkel Corp.: International Sealants Brand SISTA (A), Teaching Note

Brands act local to woo a billion Chinese consumers

Brand Obama A Hit Abroad, But What About Loyalty?

Harvard Business Online—Marketing Know:How: How Michael Jackson Became a Brand Icon

Unilever Names New CEO as Big Brands Regroup, Tackling Consumer Shift

Capitalizing on the Underdog Effect

AVICII: REFLECTIONS ON MANAGING THE BRAND OF A GLOBAL SUPERSTAR

Melissa Wood Health: How to Win in the Creator Economy

La Martina: Leveraging Polo's Luxury Lifestyle

Building Iconic Brands and Brighter Futures: Interview with Glossier CEO, Kyle Leahy - Recruiting

How Helena Rubinstein Used Tall Tales to Turn Cosmetics into a Luxury Brand

Using the Zaltman Metaphor Elicitation Technique to Understand Brand Images

Digital Marketing Strategy

Supreme: Remaining Cool While Pursuing Growth

Manchester Products: A Brand Transition Challenge, Faculty Spreadsheet (Brief Case)

Harvard Business Online—Marketing Know:How: How Starbucks' Growth Destroyed Brand Value

Josiah Wedgwood, 1730-1795: Brand Creation in the First Consumer Society

Marshall Field, 1834-1906: The Retail Brand as a Customer Experience

What Brands Can Do to Monitor Factory Conditions of Suppliers

U.S. Economic Development Administration and Harvard Business School Unveil Brand New U.S. Cluster Mapping and Registry Website