Brand Building - Publications - Faculty & Research

Hüsnü Özyeğin

01 Mar 2017
News

those already exist. They need to have a building component and exist as a starting point for kids to create their own stories, not just play out what they see on television or in a movie.” In every case—including movies—“we have to make... View Details

Keywords: Julia Hanna

Ashraf Abu Issa

Keywords: Diverse

Mohammad Omar Bin Haider

Keywords: Logistics; Real Estate; Hospitality; Diversified

Alberto Grimoldi

Keywords: Clothing, Shoes, Retail

01 Jun 2003
News

Alumni Bookshelf

overcapacity following the market peak in 2000. How to Become a Marketing Superstar by Jeffrey J. Fox (MBA '69) (Hyperion) In the same snappy, to–the–point style of his previous how–to books, Fox takes on the challenges of marketing through View Details

Keywords: Publishing Industries (except Internet); Information

01 Sep 2020
News

Giving Amazon the Boot

brand’s image on Amazon. “I was building buzz around my own brand, and Amazon was working against me in that sense,” she says. In August 2019, Ford stopped listing products on the site. After a difficult March and April this year when the... View Details

Keywords: Lisa Scanlon Mogolov; Miscellaneous Store Retailers; Retail Trade

04 Sep 2019
News

Action Plan: A New ’Cue

Chinese steamed bun with hickory-smoked pulled pork, pickled daikon relish, and Asian plum barbecue sauce. How to: Build a Brand Know what you want to build. “Food, music, and art are the three pillars of... View Details

Keywords: April White

Brinda Somaya

Keywords: Architecture and Urban Conservation

Seema Aziz

Keywords: Education and Retail

Cem Boyner

Keywords: Retail

Madame Nguyen Thi Phuong Thao

Keywords: Aviation

Sunil Bharti Mittal

Keywords: Telecommunications

14 Oct 2013
Research & Ideas

Blockbuster! Why Star Power Works

Q: Why is it so effective? A: A wide range of factors explains its success. For one, strong brands and high production values matter. Scale also brings marketing advantages: It is relatively cost-efficient to advertise those tent-pole... View Details

Keywords: by Sean Silverthorne; Entertainment & Recreation

24 Feb 2014
Research & Ideas

Busting Six Myths About Customer Loyalty Programs

shopper builds with the retailer's increasing understanding of the contents of the consumer's shopping basket, and relies heavily on the magnitude of dollars spent in the store. The actual value for the shopper of turbo-charged vouchers... View Details

Keywords: by Marcel Corstjens & Rajiv Lal; Retail; Consumer Products

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