Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
  • Research
    • Research
    • Publications
    • Global Research Centers
    • Case Development
    • Initiatives & Projects
    • Research Services
    • Seminars & Conferences
    →
  • Publications→

Publications

Publications

Filter Results: (643) Arrow Down
Filter Results: (643) Arrow Down Arrow Up

Show Results For

  • All HBS Web  (1,095)
    • People  (2)
    • News  (270)
    • Research  (643)
    • Multimedia  (1)
  • Faculty Publications  (252)

Show Results For

  • All HBS Web  (1,095)
    • People  (2)
    • News  (270)
    • Research  (643)
    • Multimedia  (1)
  • Faculty Publications  (252)
← Page 3 of 643 Results →
Sort by

Are you looking for?

→Search All HBS Web
  • June 2003 (Revised October 2003)
  • Case

Habitat for Humanity International: Brand Valuation

By: John A. Quelch
Habitat for Humanity underwent a brand valuation study and found that its brand was worth $1.8 billion, equivalent to Starbucks. Senior management reviews the issues facing the organization; students are afforded insights into what drives brand value for a major... View Details
Keywords: Nonprofit Organizations; Valuation; Brands and Branding
Citation
Educators
Purchase
Related
Quelch, John A., and Nathalie Laidler. "Habitat for Humanity International: Brand Valuation." Harvard Business School Case 503-101, June 2003. (Revised October 2003.)
  • March 2022 (Revised July 2022)
  • Teaching Note

Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences

By: Jill Avery
Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales... View Details
Keywords: Brand Management; Virtual Reality; Augmented Reality; B2B; E-commerce; Technology Platform; Marketing; Marketing Communications; Marketing Strategy; Brands and Branding; Digital Marketing; Internet and the Web; Growth Management; Customer Relationship Management; Customer Value and Value Chain; Social Media; Applications and Software; Digital Platforms; Advertising Industry; United States
Citation
Purchase
Related
Avery, Jill. "Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences." Harvard Business School Teaching Note 522-065, March 2022. (Revised July 2022.)
  • January 2018 (Revised May 2019)
  • Case

Adeo Health Science: Turning a Product into a Brand

By: Elizabeth A. Keenan and Jill Avery
For decades, American parents were warned to avoid introducing potential allergens to their babies prior to their first birthday. But two influential clinical studies caused the medical establishment to radically reverse its position. Parents were now warned that... View Details
Keywords: Startup; Health Care; Consumer; Consumer Products; Branding; Distribution; Retailing; Go To Market Strategy; Marketing; Marketing Channels; Marketing Communications; Brands and Branding; Marketing Strategy; Entrepreneurship; Health Care and Treatment; Consumer Products Industry; Health Industry; United States; North America
Citation
Educators
Purchase
Related
Keenan, Elizabeth A., and Jill Avery. "Adeo Health Science: Turning a Product into a Brand." Harvard Business School Case 518-065, January 2018. (Revised May 2019.)
  • 16 Jun 2003
  • Research & Ideas

Peeling Back the Global Brand

Few would argue that detergent is about as dull a product as might exist. Yet the odyssey of laundry soap and dishwashing liquid in Europe, according to two presenters, shines a streak of sunlight on some of the messier issues of marketing, specifically the persistent... View Details
Keywords: by Martha Lagace; Consumer Products; Retail
  • November 2019 (Revised June 2020)
  • Case

Shiseido Acquires Drunk Elephant

By: Jill Avery
On October 7, 2019, the Shiseido Group announced that it would acquire clean skincare brand Drunk Elephant for $845 million, a valuation of 8.5 times sales. Did Shiseido pay too much or too little for this brand asset? How much was the Drunk Elephant brand worth and... View Details
Keywords: Personal Care; Startup; Brand Equity; Brand Valuation; Brand Value; Brand Storytelling; Brand Management; Brands and Branding; Valuation; Marketing; Marketing Strategy; Mergers and Acquisitions; Entrepreneurship; Business Startups; Beauty and Cosmetics Industry; Consumer Products Industry; United States; Japan
Citation
Educators
Purchase
Related
Avery, Jill. "Shiseido Acquires Drunk Elephant." Harvard Business School Case 520-052, November 2019. (Revised June 2020.)
  • 30 Apr 2008
  • Sharpening Your Skills

Sharpening Your Skills: Brand Management

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 Does branding work for business-to-business marketing? Can individuals... View Details
Keywords: by Staff; Sports; Publishing; Auto
  • October 1995 (Revised January 1998)
  • Case

Heineken N.V.: Global Branding and Advertising

By: John A. Quelch
Heineken managers are evaluating the results of the research projects designed to identify the values of the Heineken brand and to translate these into effective advertising messages. View Details
Keywords: Value; Advertising Campaigns; Globalization; Brands and Branding; Food and Beverage Industry
Citation
Educators
Purchase
Related
Quelch, John A. "Heineken N.V.: Global Branding and Advertising." Harvard Business School Case 596-015, October 1995. (Revised January 1998.)
  • July 2008 (Revised September 2008)
  • Case

Work is Good: Branding the Employ+Ability Mission

By: Lynda M. Applegate, Monica Higgins and Susan Saltrick
Employ+Ability, a small company employing developmentally disabled adults, finds itself competing with low-cost producers of its core products-therapeutic hot and cold packs. How might an innovative branding campaign, centered on the company's core value of "Work Is... View Details
Keywords: Social Entrepreneurship; Values and Beliefs; Brands and Branding; Competition
Citation
Find at Harvard
Related
Applegate, Lynda M., Monica Higgins, and Susan Saltrick. "Work is Good: Branding the Employ+Ability Mission." Harvard Business School Case 809-028, July 2008. (Revised September 2008.)
  • 13 Mar 2005
  • Research & Ideas

The Tricky Business of Nonprofit Brands

the case of the Red Cross, the negative impact extended to other Red Cross organizations located in Europe that registered a decline in donations even though they had been in no way implicated. Q: You cite a study by Interbrand that found that Habitat for Humanity has... View Details
Keywords: by Manda Salls
  • May 2020
  • Teaching Note

Kraft Heinz: The $8 Billion Brand Write-Down

By: Jill Avery
Teaching Note for HBS Case No. 519-076. On Friday, February 22, 2019, following an unexpected and disappointing earnings report, The Kraft Heinz Company’s stock price fell 27%, wiping out $16 billion in market value. CEO Bernardo Hees had announced that the company had... View Details
Keywords: Marketing; Marketing Strategy; Brands and Branding; Consumer Products Industry; Food and Beverage Industry; United States
Citation
Purchase
Related
Avery, Jill. "Kraft Heinz: The $8 Billion Brand Write-Down." Harvard Business School Teaching Note 520-114, May 2020.
  • Article

How Direct-to-Consumer Brands Can Continue to Grow

By: V. Kasturi Rangan, Daniel Corsten, Matt Higgins and Leonard A. Schlesinger
Direct-to-consumer (DTC) brands such as Allbirds, Casper, Peloton, and Warby Parker have creatively found a weakness in the marketing citadel of incumbent brands. By using data gleaned from daily interactions with customers, these brands have been able to adapt how... View Details
Keywords: Direct-to-consumer; Customer Journey; Business Model; Customer Relationship Management; Growth and Development Strategy
Citation
Find at Harvard
Register to Read
Related
Rangan, V. Kasturi, Daniel Corsten, Matt Higgins, and Leonard A. Schlesinger. "How Direct-to-Consumer Brands Can Continue to Grow." Harvard Business Review 99, no. 6 (November–December 2021): 101–109.
  • 04 Feb 2002
  • Research & Ideas

How a Juicy Brand Came Back to Life

lose $1.4 billion in value under Quaker's stewardship in just four years? How did Triarc restore most of that value in less than three years? What did Triarc do with such apparently effortless grace that... View Details
Keywords: by John Deighton; Food & Beverage
  • 07 Jun 2016
  • Op-Ed

Can Brand Trump Win a Presidency?

lifestyle, these other products can add brand value and, being produced by others under license, they deliver some extra profit to the Trump organization. "In the world of representative democracy, you... View Details
Keywords: by John A. Quelch; Advertising; Media & Broadcasting
  • 09 Jul 2008
  • Research & Ideas

Starbucks’ Lessons for Premium Brands

"Stores no longer have the soul of the past and reflect a chain of stores vs. the warm feeling of a neighborhood store." Starbucks tried to add value through innovation, offering wi-fi service and creating and selling its own... View Details
Keywords: by John Quelch; Retail
  • 23 Apr 2012
  • Research & Ideas

How to Brand a Next-Generation Product

excitement among prospective consumers who value new bells and whistles over small improvements. On the other hand, customers may worry that new features pose the risk of new glitches and a steep learning curve. It's important for a firm... View Details
Keywords: by Carmen Nobel
  • 2002
  • Working Paper

Brands Matter: An Empirical Investigation of Brand-Building Activities and the Creation of Shareholder Value

Citation
Read Now
Related
Madden, Thomas J., Frank Fehle, and Susan M. Fournier. "Brands Matter: An Empirical Investigation of Brand-Building Activities and the Creation of Shareholder Value." Harvard Business School Working Paper, No. 02-098, June 2002.
  • 10 Sep 2012
  • HBS Case

HBS Cases: Branding Yoga

offered up a religion's spiritual wealth at the altar of crass commercialism." The other side of the argument focuses on business rather than religion. "It's all about creating value for a large audience. By using marketing and... View Details
Keywords: by Kim Girard; Entertainment & Recreation
  • October 2024 (Revised February 2025)
  • Case

AI and Brand Management: Promises and Perils

By: Julian De Freitas and Elie Ofek
As AI gains traction across industries, companies anticipate that AI will revolutionize both backend processes and customer-facing interactions—with brands eager to leverage AI for tailored marketing materials and automated consumer engagements. Yet, despite a dramatic... View Details
Keywords: AI and Machine Learning; Brands and Branding; Reputation; Technology Adoption; Competitive Advantage
Citation
Educators
Purchase
Related
De Freitas, Julian, and Elie Ofek. "AI and Brand Management: Promises and Perils." Harvard Business School Case 525-021, October 2024. (Revised February 2025.)
  • 03 Nov 2014
  • Research & Ideas

Brand Lessons From the Nobel Prize

stand for, and what they are," Urde and Greyser say. "As one laureate said to us, 'This is the prize that was awarded to Albert Einstein.' Enough said." Core values: "The core values are in The Will," Greyser says. "The essence of the... View Details
Keywords: by Carmen Nobel
  • June 2020
  • Teaching Note

Shiseido Acquires Drunk Elephant

By: Jill Avery
On October 7, 2019, the Shiseido Group announced that it would acquire clean skincare brand Drunk Elephant for $845 million, a valuation of 8.5 times sales. Did Shiseido pay too much or too little for this brand asset? How much was the Drunk Elephant brand worth and... View Details
Keywords: Brand Management; Brand Valuation; Brand Equity; Brand Value; Mergers & Acquisitions; Startup; DTC; Brand Portfolio Strategy; Marketing; Marketing Strategy; Brands and Branding; Mergers and Acquisitions; Valuation; Entrepreneurship; Business Startups; Beauty and Cosmetics Industry; Consumer Products Industry; United States; Japan; Asia; North America
Citation
Purchase
Related
Avery, Jill. "Shiseido Acquires Drunk Elephant." Harvard Business School Teaching Note 520-121, June 2020.
  • ←
  • 3
  • 4
  • …
  • 32
  • 33
  • →

Are you looking for?

→Search All HBS Web
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College.