Brand Value - Publications - Faculty & Research

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Marketing - HBS Online

$1,850 Certificate Creating Brand Value Professor Jill Avery Build strong, differentiated brands that resonate with consumers and give your company a competitive edge. 6 weeks,... View Details

01 Apr 1998
News

company, explains the former American Express marketing executive, an online firm "must delay profitability to build brand equity." In other ways, however, doing business on the Web is unique. Like mountain climbing, Carpenter says, it's... View Details

Keywords: Caroline Chauncey

22 Sep 2003
Research & Ideas

When Protestors Knock at Your Door

competitive position as important factors in determining how management might respond to NGOs. Do have you any recommendations for managers in determining the relative value of each factor? Spar: Firms need to understand their own... View Details

Keywords: by Cynthia Churchwell

01 Jun 2015
News

Alumni and Faculty Books for June 2015

1973) (CreateSpace Independent Publishing Platform) The Self-Made Billionaire Effect: How Extreme Producers Create Massive Value by John Sviokla (MBA 1983) and Mitch Cohen (Portfolio) Looking at self-made billionaires like Steve Jobs and... View Details

01 Sep 2008
News

Alumni Books

brands like Toyota, Nike, Sony, and Nestlé, Blackshaw shows managers and marketers how to establish and maintain credibility for their brand by being authentic, listening and responding to customers, and... View Details

Keywords: Publishing Industries (except Internet); Information; Management, Scientific, and Technical Consulting Services; Professional Services

14 Aug 2018
First Look

First Look at New Research and Ideas, August 14, 2018

value proposition to maximize value creation for both consumers and the luxury brands that supported the business model. The jury was still out on whether a rental model could... View Details

Keywords: by Sean Silverthorne

30 Jan 2019
What Do You Think?

Who Will Measure up to These Two Remarkable Leaders?

value for customers, and extraordinary returns to investors. Neither had extensive schooling in business administration. John Bogle earned a liberal arts degree from Princeton. Herb Kelleher received his from Wesleyan, with majors in... View Details

Keywords: by James Heskett; Air Transportation; Financial Services

01 Sep 2003
News

Jeanne Jackson

most global businesses succeed because their core brand proposition has value across borders: Wal-Mart’s selection and low prices; McDonald’s convenience, cleanliness, and service; Nike’s commitment to... View Details

Keywords: Deborah Blagg; Management, Scientific, and Technical Consulting Services; Professional Services

30 Sep 2021
Blog Post

Driving Social Impact Through Consumer Behavior: Nonprofit to Finance to Retail with Nicole Krantz (MBA 2022)

does a lot of work with brands to increase the focus on female athletes, and they had taken a strong stance on common sense gun laws both lobbying in Washington, D.C. and pulling guns from their stores,” Krantz explained. “I knew the... View Details

Keywords: Retail

25 Feb 2020
News

Case Study: The Credit Bureau

they see three options: First, they could double down on the D2C side, which helps get the brand out there quickly, although it is subject to more competition and acquisition costs. The second option is to integrate with real estate... View Details

Keywords: Jen McFarland Flint; Real Estate

01 Sep 2010
News

You’ve Been YouTubed

of the old. One of the points we debate in class is whether social media are better at destroying value than creating it. In social media an entity’s size and brand recognition make it more vulnerable to... View Details

Keywords: Julia Hanna; social media; Advertising, Public Relations, and Related Services; Professional Services; Air Transportation; Transportation

23 Oct 2019
News

Understanding Business Firsthand in South Korea

Korean soldier immediately asked for a Choco Pie, a beloved South Korean treat that is banned in the north. The soldier’s request is a dramatic example of the popularity of the round, chocolate-covered, marshmallow-filled cake. Building on this View Details

Keywords: Global Understanding; Internationalization; Educational Innovation

17 Jul 2020
News

Support System

the foundations of these communities.” The problem these shea-nut pickers faced, says Akuete, CEO and founder of Eu’Genia Shea and its Target-based sister brand, Mother’s Shea, is that they are largely women in villages without electricity and therefore lack access to... View Details

Keywords: Maureen Harmon

13 Oct 2015
Research & Ideas

Does Business Get Done the Same Way in Emerging and Developed Countries?

Creative destruction of a different kind occurred during the political transition in Turkey in 1980, after the military coup. Previous political and social connections lost their value over night. 450 new people sat in parliament, and... View Details

Keywords: by Sean Silverthorne

21 Jan 2009
First Look

First Look: January 21, 2009

the company into Arrow to maximize its value if he does the deal. Provides information to permit valuing the acquisition and developing a post-merger integration strategy and plan. Purchase this case:... View Details

Keywords: Martha Lagace

01 Sep 2010
News

Fair Trade

of the more expensive skin care brands. Moreover, although leading brands might be global, their appeal is not. In fragrances, every market’s list of its top 20 brands is unique. The top-selling fragrance in... View Details

Keywords: Garry Emmons; Chemical Manufacturing; Manufacturing; Health and Personal Care Stores; Retail Trade

01 Jun 2003
News

Male Consumers as Man-of-Action Heroes

of the authors’ research, marketers may need to re-examine the idea that they should imbue their brands with either respectability or rebellion. Instead, as Holt and Thompson’s study suggests, it is in the tensions between the two where... View Details

Keywords: Douglas; Holt; Publishing Industries (except Internet); Information

26 Jan 2016
First Look

January 26, 2016

overseeing them as loci of production, managers help to realize important market-specific social values. These values in turn ground responsibilities on the part of managers to pursue specific ends. By framing managerial responsibility in... View Details

Keywords: Sean Silverthorne

01 Nov 2016
First Look

First Look - November 1, 2016

rather than creating the best content. Success comes not from making the "best" content, but from recognizing how content facilitates user connections; it comes not from protecting the value of content at all costs, but from... View Details