Brand Value - Publications - Faculty & Research

01 Dec 2014
News

Making Big Data Fashionable

from anything so unquantifiable as emotion, Moon values that intuition and wants to “help validate” it. More Retail Revolutions Speeding Up Accessories BaubleBar cofounders Amy Jain and Daniella Yacobovsky (both MBA 2010) apply the... View Details

Keywords: Christine Lejeune; fashion; Market Research, Photo, Translation, Veterinary and Other Services; Professional Services

01 Jun 2022
News

Case Study: Glass Half Full

example, eating establishments (there’s brand value for bars and restaurants to promote sustainable glassware to ESG-conscious patrons), gifting services (many now provide platforms where Neutrall can... View Details

Keywords: Jen McFarland Flint; Nonstore Retailers; Retail Trade

19 Apr 2004
Research & Ideas

Ground-Floor Opportunities for Retail in India

Rangan brought together veterans of the retail world to share strategies for cashing in on what could be a new wave of organized retail in India. The discussion took place April 4 at the India Business Conference at HBS. Kishore Biyani launched the country's first... View Details

Keywords: by Julia Hanna; Consumer Products; Retail

01 Jun 2015
News

Faculty Q&A: Reemerging Technologies

yet today, open up any major newspaper and the first thing you see are mechanical watch ads. The Swiss now own between 55 and 60 percent of the global market value for watches. They were able to redefine what it means to wear a Swiss... View Details

Keywords: April White; Apparel Manufacturing; Manufacturing; Electrical Equipment, Appliance, and Component Manufacturing; Manufacturing; Printing and Related Support Activities; Manufacturing

04 Sep 2019
News

Alumni and Faculty Books for September 2019

Products in the 21st Century by Gábor Rekettye (ETP, 1992) Transnational Press London The cyber age—Industry 4.0—represents radical changes in many industrial sectors, in value creation and customers’ value... View Details

23 Sep 2013
Research & Ideas

Status: When and Why It Matters

status plays a role in the price. But we also have to admit that it is one of the best cars ever produced, and that many deem the combination of its performance characteristics and quality without equal. "To get at the symbolic value... View Details

Keywords: by Dina Gerdeman

01 Sep 2017
News

3-Minute Briefing: Jeetendr Sehdev (MBA 2004)

selfies incredibly meaningful and empowering. We need that compassion and emotional understanding to create brands that connect. Brands today are looking to develop fanatics. Being careful or silent as a... View Details

Keywords: Julia Hanna; News, Library, Internet, and Other Services; Information

14 Nov 2016
Op-Ed

5 Lessons I Hope Marketers Don’t Learn from Donald Trump

negative advertising, the longer it lingers. Brands depend on the health of the whole system through which value is created and sustained. If you compare your brand to... View Details

Keywords: by John A. Deighton

11 Jun 2001
Research & Ideas

E-Commerce Unplugged

revenues over a five-year period. Building m-commerce applications will present huge challenges. Instead of improving a product or refining a distribution channel, companies will need to leverage superior consumer insights to develop powerful View Details

Keywords: by Nitin Nohria & Marty Leestma

19 Dec 2017
First Look

New Research and Ideas, December 19, 2017

10% more agree to peace when it is proposed by a civilian community member rather than the enemy or an armed actor. Beyond the theoretical value of this result for understanding reactions to violence among communities and individuals, it... View Details

Keywords: Carmen Nobel

Web

Alumni-Authored Books | Baker Library

for creating winning brands , Brand aid : a quick reference guide to solving your branding problems and strengthening your marketing position. Wileman, Andrew: Retail power... View Details

23 Apr 2014
HBS Case

Are Electronic Cigarettes a Public Good or Health Hazard?

the amount of nicotine they inhale, gradually weaning themselves off their addiction if they choose. “The value proposition of e-cigarettes is clear” "The value proposition of e-cigarettes is... View Details

Keywords: by Michael Blanding; Food & Beverage; Advertising

01 Aug 2002
News

HBS Alumni Association Board of Directors: President's Report

values and leadership on campus. The board strongly supports Dean Kim B. Clark's position that HBS alumni must represent a higher standard of conduct with an emphasis on the importance of integrity, accountability, values, principles,... View Details

05 Dec 2007
Sharpening Your Skills

Sharpening Your Skills: Managing Marketing

Sharpening Your Skills dives into the HBS Working Knowledge archives to bring together articles on ways to improve your business skills. Questions to be answered: How can marketing better align with corporate strategy? Can you place a View Details

01 Mar 2004
What Do You Think?

Are Customer Loyalty Initiatives Worth the Investment?

to let customers acquire points or miles or any loot unconnected to the product they are using . . . It's about customers and suppliers caring for each other's success." As Alan de Winter put it, "A consistently well-delivered product or service at good View Details

Keywords: by James Heskett

01 Feb 2008
What Do You Think?

How Sustainable Is Sustainability in a For-Profit Organization?

of any organization." Carol Holding associated brand value with sustainability: "As brand value will soon be included in a company's... View Details

Keywords: by Jim Heskett

14 Nov 2007
First Look

First Look: November 14, 2007

http://www.hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=808040 Dove: Evolution of a Brand Harvard Business School Case 508-047 Examines the evolution of Dove from functional brand to a View Details

Keywords: Martha Lagace

May 2002 (Revised October 2005)
Case

Marketing Antidepressants: Prozac and Paxil

By: Youngme E. Moon and Kerry Herman

Describes the marketing of Prozac and Paxil, two of the best-selling mental health drugs in history. Set in 2001, several months before the expiration of Prozac's patent, Eli Lilly (Prozac's manufacturer) and GlaxoSmithKline (Paxil's manufacturer) must decide how to... View Details

Keywords: Patents; Product Positioning; Competition; Ethics; Value; Health Care and Treatment; Brands and Branding; Pharmaceutical Industry; United States

Citation

Educators

Purchase

01 Mar 2004
News

Toy Story

care about the brand and are good ambassadors. They can explain the product and convey the value of it.” (See sidebar, page 36.) Without these ambassadors, he observes, it is harder for people to see the... View Details

Keywords: Susan Young; toys; Amusement, Gambling, and Recreation Industries; Arts, Entertainment

02 Apr 2008
Research & Ideas

Four Companies that Conquered America

built up a strong retail market share in the U.S., not under the RBS brand, but through a series of acquisitions of regional (not national) banks. RBS is adding value for its shareholders by letting these banks retain their individual... View Details

Keywords: by John Quelch

Publications